HANDBOOK 

i^Moclernliusiness 

COT  re^p  ondcnc  e 


U.S. 


MAIL 


FORREST 


of  <*%Codem 

Business 
Correspondence 


FORREST  CRISSEY 

Assisted  by  a  Corps  of  Correspondence  Specialists 


1908 

THOMPSON  &  THOMAS 

Chicago 


Copyright  1908 
THOMPSON  &  THOMAS 


.  .  .  TABLE  OF  CONTENTS  . 


How  to  Construct  a  Letter 15 

How  to  Analyze  a  Letter 30 

Letters  of  Promotion  and  Expansion , 37 

About  Selling  Letters 75 

Form  Letters 86 

Collection  Letters 97 

Credit  Letters 113 

The  Credit  Department  of  a  Wholesale  House 124 

Letters  of  Complaint  and  Adjustment 131 

Letters  of  Conciliation 140 

Call-up  Systems 154 

Internal  and  Departmental  Correspondence 163 

\  Agency  and  Branch  Office  Correspondence 182 

Correspondence  of  Orders  and  Contracts 197 

Peculiarity  of  Manufacturing  Correspondence 210 

Ths  Correspondence  System  in  a  Large  Mail  Order 

House 221 

How  Correspondence  is  Handled  in  Dept.  Stores 234 

Peculiarities  of  Banking  Correspondence 254 

'•*•  Letters  to  Consumers 270 

The  Personal  Element  in  Letter  Writing 287 

Handling  Repair  Orders  and  back  Orders 299 

Systems  of  the  Country  Store 306 

Formal  and  Official  Correspondence 315 

Letters  of  Application 338 

384603 


PREFACE. 


This  book  is  intended  to  be  of  .assistance  to  the 
commercial  student  who  has  not  yet  entered  the  busi- 
ness world  and  who  wishes  to  obtain  a  clear  idea  of 
the  requirements  of  business  so  far  as  letter-writing 
is  concerned.  It  is  also  designed  to  meet  the  needs 
of  stenographers,  correspondence  clerks  and  all 
classes  of  clerks  and  office  men;  not  only  those  who 
may  be  called  upon  to  write  or  dictate  an  occasional 
letter,  but  also  those  in  the  most  responsible  posi- 
tions who  may  desire  to  make  a  study  of  the  ins  and 
outs  of  a  complex  and  highly  perfected  correspond- 
ence system  or  the  skillful  construction  of  letters. 
Again,  it  has  been  the  aim  to  make  it  useful  as  a 
book  of  reference  for  the  active  business  man,  in 
city  or  country  town,  who  has  to  deal  with  the  prob- 
lems of  his  own  correspondence — always  increasing 
as  his  business  grows. 


INTRODUCTION. 


In  recent  years  business  correspondence  has  ex- 
panded to  imposing  proportions.  From  comparative- 
ly a  simple  and  direct  task  it  has  grown,  in  its 
larger  development,  to  a  vast  and  complex  agency 
for  the  discharge  of  affairs  demanding  the  applica- 
tion of  those  principles  of  method  and  system  which 
have  been  essential  in  bringing  other  phases  of 
modern  commercial  life  to  their  present  high  state 
of  development. 

This  expansion  of  business  correspondence,  how- 
ever, has  been  so  rapid  that,  generally  speaking, 
it  has  not  received  the  serious  and  practical  study 
it  deserves  and  demands.  Consequently,  it  has  been 
the  field  for  much  haphazard  effort,  blind  groping 
and  costly  experimenting. 

The  old-time  business  man  was  not  surrounded 
with  a  corps  of  office  assistants.  The  "correspond- 
ence clerk "  was  practically  unknown  to  him.  The 


10  MODERN   BUSINESS   CORRESPONDENCE 

stillness  of  his  office  was  not  punctured  with  the 
rattle  and  bing  of  the  writing  machine.  Business 
was  a  simpler  problem  and  lacked  the  multiplicity 
of  details  today  characterizing  it.  The  departmental 
features  of  organization  had  not  been  evolved  and 
the  proprietor  was  the  mainspring  of  every  effort. 

He  looked  upon  letter-writing  as  one  of  the  most 
important  parts  of  his  work,  having  a  strong  and 
direct  influence  upon  the  success  of  his  undertakings. 
Delegating  the  work  of  correspondence  to  a  sub- 
ordinate was  practically  foreign  to  his  mind.  In 
this  part  of  business  routine  he  was  not  content 
merely  to  suggest  and  dictate;  he  clung  tenaciously, 
jealously,  to  the  discharge  of  details  by  his  own 
hand. 

The  merchant  wrote  his  own  letters,  in  a  method- 
ical, careful  manner.  Upon  what  he  said,  his  distant 
correspondent  would  base  actions  which  might  in- 
volve serious  consequence  if  wrongly  interpreted. 
He  realized  that  he  must  make  his  statements  com- 
plete, clear  and  comprehensive  because,  owing  to 
distances  and  the  uncertainty  and  infrequency  of 
mails,  too  much  valuable  time  would  be  lost  if  it 
became  necessary  to  again  exchange  letters  to 


INTRODUCTION  11 

elucidate  obscure  or  ambiguous  paragraphs.  He 
did  not  have  the  telephone  or  the  telegraph  at  his 
finger  tips  by  which  to  get  into  instant  communica- 
tion in  correcting  a  quotation,  in  explaining  a  point, 
or  in  qualifying  a  letter  mailed,  perhaps,  only  the 
day  previous. 

To  the  old-time  correspondent  it  was  important 
that  each  letter  expressed  fully,  clearly  and  exactly 
what  he  intended  to  say,  leaving  no  possible  op- 
portunity for  misunderstanding  or  quibbling.  He 
was  not  lacking  in  brevity,  where  brevity  was  per- 
missible and  essential,  but  he  did  not  allow  it  to 
degenerate  into  hurry  and  curtness.  He  was  exceed- 
ingly observant  of  the  proprieties,  and  was,  withal, 
pleasingly  courteous,  if  somewhat  formal,  in  his 
style  and  diction. 

It  must  be  admitted  that,  in  some  respects,  there 
has  been  a  decided  decline  in  the  art  of  letter  writ- 
ing. We  write  millions  more  letters  than  did  our 
grandfathers,  but  the  increase  in  volume  has 
brought  with  it  an  automatic,  artificial,  machine-like 
ring  which  adds  neither  strength  nor  utility.  An  ex- 
amination of  a  file  of  old  letters  reveals  not  only  a 
remarkable  grasp  of  details,  but  a  fitness  and  court- 


12  MODERN    BUSINESS   CORRESPONDENCE 

liness  too  often  totally  lacking  in  the  mechanical, 
curt,  cut-and-dried  letters  of  to-day. 

Admitting  that  a  great  mass  of  modern  corre- 
spondence is  necessarily  routine  in  its  character, 
there  is  yet  a  vast  opportunity  for  improvement  in 
the  letters  which  are  necessary  between  the  various 
departments  of  a  business,  and  between  the  firm 
and  the  customer. 

Take  the  average  merchant  or  manufacturer  in  his 
office  or  salesroom  and  he  will  quickly  demonstrate 
that  he  can  forcefully  express  himself  and  convinc- 
ingly impress  his  customer.  The  words  in  which  he 
urges  his  claims  are  ready  and  tactful,  and  his  strong 
individuality  adds  weight  to  his  argument  and  value 
to  the  result. 

But  when  most  of  these  men  are  confronted  with 
the  morning's  grist  of  incoming  letters  (customers 
under  a  different  guise)  the  easy,  confident  manner 
disappears;  their  dictation  is  awkward,  stilted  and 
halting;  the  letter  lacks  that  spontaneity  and  force- 
fulness  which  mark  the  personal  conversation  of  the 
same  men.  They  make  a  failure,  perhaps  without 
realizing  it,  of  a  most  vital  and  important  factor  in 
the  transaction  of  business. 


INTRODUCTION  13 

Then  the  fact  that  a  vast  volume  of  important 
letter-writing  must,  in  the  complex  nature  of  a 
modern  business  house,  be  delegated  to  "correspond- 
ence clerks "  who  are  not  equipped  with  either  the 
experience  or  the  judgment  of  a  trained  executive, 
involves  one  of  the  most  perplexing  problems  in 
business  organization.  How  may  the  army  of  clerks 
in  a  large  establishment  be  so  instructed,  guided 
and  inspired  as  to  grasp  the  policy  of  the  house,  and 
pitch  their  letters  in  a  tone  that  will  reflect  that 
policy  and  give  to  the  entire  correspondence  of  the 
establishment  a  certain  uniformity  and  individuality? 

So  pressing  has  this  question  become  that  one  of 
the  watchwords  of  the  business  world  to-day  is  the 
terse  demand:  Key  up  your  correspondence! 

Again,  the  immense  volume  of  latter-day  business 
letters  has  compelled  the  devising  of  mechanical 
helps,  to  the  end  of  facilitating  the  rapid  and  ac- 
curate discharge  of  affairs. 

The  most  admirable  and  complete  "system"  can 
never  take  the  place  of  "good  business  brains";  but 
these  mechanical  aids  can  and  do  accomplish  wonders 
in  the  economy  of  time,  in  the  prevention  of  mis- 
takes, in  the  relegation  of  mere  routine  details  to 


14  MODERN   BUSINESS    CORRESPONDENCE 

subordinates,  and  in  the  sharp  focussing  of  essential 
information  upon  the  desks  of  executives.  Thou- 
sands of  business  men  at  the  head  of  comparatively 
large  establishments  are  eagerly  seeking  informa- 
tion regarding  the  most  advanced  and  practical 
methods  and  devices  of  this  kind. 

While  it  is  impossible,  in  the  space  of  a  com- 
paratively condensed  handbook,  to  present  all  the 
forms  and  devices  necessary  fully  to  cover  every 
exigency  and  situation,  the  editor  has  held  himself 
to  a  consistent  effort  to  deal  with  typical  situations 
with  a  definiteness  that  will  be  of  practical  assist- 
ance in  suggesting  to  any  person  of  ordinary  re- 
sourcefulness the  manner  in  which  the  general  prin- 
ciples here  advanced  may  be  adapted  to  his  individual 
needs. 

It  is  not  claimed  that  the  forms  and  examples  given 
in  this  book  are  above  criticism;  but  it  is  believed 
that  they  are  in  advance  of  those  generally  in  use. 
Certainly  all  of  them  are  thoroughly  practical  as 
they  have  been  tried  out  in  actual  use,  under  exact- 
ing conditions,  and  have  produced  results  of  the  most 

satisfactory  kind. 

FORREST  CRISSEY. 


THE  HANDBOOK   OF 
MODERN   BUSINESS   CORRESPONDENCE. 

HOW  TO  CONSTRUCT  A  LETTER. 

A  well  constructed  business  letter  should  ordina- 
rily consist  of  about  five  or  six  definite  parts,  as  fol- 
lows: 1,  the  date;  2,  the  name  and  address  of  the 
party  written  to;  3,  a  short  paragraph  of  acknowl- 
edgment or  salutation;  4,  one  or  more  paragraphs 
containing  the  gist  of  the  letter;  5,  a  supplementary 
or  concluding  paragraph ;  and  6,  the  signature. 

As  a  concrete  example  of  this  method  of  construc- 
tion the  following  letter  will  serve : 

1.  Chicago,  111 190.. 

2.  Mr.  James  Brown, 

Minneapolis,  Minn. 
Dear  Sir: 

3.  We  are  in  receipt  of  your  val- 
ued favor  of  the  5th  inst.  and  are  pleased 
to  mail  you  a  copy  of  our  latest  cat- 
alogue under  separate  cover. 

4.  We  will  quote  you  our  dealer's  dis- 
count of  25%  from  the  list  given  on 
page  85.    We  make  this  concession  to 


16  MODERN   BUSINESS    CORRESPONDENCE 

you  for  introductory  purposes.  If  you 
will  send  us  the  order  this  month  we 
will  include  an  extra  pair  of  finely  mod- 
eled oars. 

We  call  your  special  attention  to  the 
new  design  of  clinker-built  shown  on 
page  50.  This  is  an  excellent  boat  in 
every  respect  and  you  cannot  help  ad- 
miring its  beautiful  lines.  While  we  are 
obliged  to  ask  $5.00  extra  for  this  style, 
on  account  of  the  extra  material  and 
work  involved,  we  are  certain  that  you 
will  feel  that  you  have  gotten  more  than 
value  for  the  difference  in  price. 

There  are  cheaply  made,  poorly  mod- 
eled boats  on  the  market  claiming  to  be 
equal  to  the  "Empire,"  but  are  really 
weak  and  inferior  in  design,  construc- 
tion and  other  desirable  qualities  of  a 
safe  and  dependable  boat.  The  "Em- 
pire" boats  are  hand-made  throughout 
and  are  light  and  staunch  and  graceful. 
We  are  so  confident  that  any  of  our 
boats  will  please  you  that  we  are  willing 
to  ship  the  one  selected  on  ten  days'  ap- 
proval, to  be  returned  at  our  expense  if 
not  exactly  as  represented. 

5.  Thanking  you  for  the  inquiry   and 
hoping  that  we  may  be  favored  with 
your  order  this  month,  we  are 

6.  Sincerely  yours, 

EMPIRE  BOAT  COMPANY, 
By 

Great  care  should  be  taken  to  get  names  and  ad 
dresses  correctly  written  on  letters  and  envelopes 


HOW   TO    CONSTRUCT   A  LETTER  17 

Carelessness  in  addressing  an  envelope  may  cause 
uncertainty  on  the  part  of  postal  clerks  and  carriers, 
and  such  letters  are  either  missent  or  opened  by  a 
wrong  person  through  mistake.  Others,  because  of 
some  point  of  identity  which  arises  in  the  mind  of 
a  post  office  clerk  may  be  laid  aside  to  await  reference 
to  the  directory,  thus  causing  delay. 

Another  reason  for  accuracy  in  this  respect  is  the 
impression  that  may  be  made  in  the  mind  of  the  re- 
cipient of  the  letter.  Nothing  appears  so  disgusting 
to  a  person  of  fine  discernment  as  to  see  such  impor- 
tant details  dealt  with  in  a  slipshod,  haphazard  way, 
and  it  does  not  increase  his  respect  for  the  writer  of 
a  letter  to  see  such  evidence  of  a  careless  disposition. 

But  the  most  important  reason  for  care  and  pains- 
taking lies  in  the  extreme  sensitiveness  of  some,  yes, 
a  great  many  people,  as  to  the  exact  style  of  their 
name.  Unauthorized  abbreviations  should  never  be 
permitted.  It  is  taking  an  unwarranted  liberty  to 
write  a  man's  name  in  any  other  manner  than  that 
he  has  adopted  in  his  signature  and  on  his  stationery. 

For  instance,  if  a  man's  name  is  "  James  C.  Flan- 
ner,"  it  should  not  be  written  "  Jas.  C.  Planner "  or 
"  J.  C.  Flanner."  The  same  rule  applies  to  company 


18  MODERN   BUSINESS    CORRESPONDENCE 

names.  If  the  name  of  the  company  is  THE  INDE- 
PENDENT MACHINERY  COMPANY  it  should  be  written 
in  full  and  not,  as  some  tired  stenographers  would 
put  it,  IND.  MACH.  Co.  The  adjective  "The"  is  in 
some  cases  a  part  of  the  corporate  name  and  should 
be  spelled  with  a  capital. 

The  ampersand  or  character  "&"  is  generally 
used  only  in  names  of  partnerships  or  in  railroad 
initials,  as  SMITH  &  JONES  or  L.  E.  &  W.  It  would 
hardly  be  used  instead  of  "and"  in  THE  CONTRACT- 
ING AND  DREDGING  COMPANY  or  in  LAKE  ERIE  AND 
WESTERN  EAILROAD  when  written  out. 

Another  detail  which  makes  an  incorrect  or  awk- 
ward appearance  and  which  is  never  used  by  intel- 
ligent correspondents  is  the  placing  of  two  titles  on 
the  same  line.  To  write: 

"Mr.  John  Jones,  Esq.," 

would  be  incorrect ;  it  should  be  either  ' '  John  Jones, 
Esq.,"  or  "Mr.  John  Jones."  Another  example 
would  be: 

"Mr.  William  Cooper,  Manager, 

Cooper  Optical  Company." 


HOW    TO    CONSTRUCT   A   LETTER  19 

The  better  form  being: 
"William  Cooper,  Manager, "  or 
1  'Mr.  William  Cooper, 

Manager,  Cooper  Optical  Company. " 

A  review  of  a  large  number  of  letters  from  vari- 
ous correspondents  reveals  an  almost  common  lack 
of  facility  or  grace  in  beginning.  There  is  an  ab- 
ruptness and  awkwardness  about  many  of  them  that 
seriously  detracts  from  the  strength  of  whatever 
may  be  said  in  the  subsequent  paragraphs.  This 
inelegance  of  introduction  is  due  to  evident  haste 
in  the  work  and  a  carelessness  which  a  very  little 
attention  will  remedy.  Here  are  a  few  examples  of 
wrong  introduction: 

(a)  Will  you  please  tell  me  why  we  have 
not  received  your  order  for  furniture,  or 
why  we  have  had  no  response  to  our  previ- 
ous letter? 

(b)  Your    favor    received.     We    have 
mailed  you  a  copy  of  our  latest  catalogue 
under  separate  cover. 

(c)  Dear  Sir: 

We  have  never  made  any  hard- 
ware trimmings  for  any  of  the  parties  you 
refer  to,  and  consequently  are  not  fully  con- 
versant with  your  requirements ;  but  if  you 


20  MODERN   BUSINESS   CORRESPONDENCE 

will  send  us  a  sketch  or  a  sample  we  would 
be  glad  to  go  into  the  matter  and  submit 
quotations. 

Let  us  examine  these  examples  in  the  order  named : 

(a)  This  opening  sentence  borders  closely  on 
the  impertinent  and  is  very  likely  to  arouse  a  feeling 
of  resentment.    There  might  be  many  good  reasons 
why  the  recipient  of  the  letter  had  not  bought  furni- 
ture of  the  house  writing  this  letter.    However,  the 
blunt,  dictatorial  demand  for  a  reason  is  not  calcu- 
lated to  inspire  the  recipient  to  state  his  reasons. 
The  use  of  the  adverb  "please"  scarcely  redeems  the 
sentence  from  its  seeming  rudeness.    A  better  and 
more  acceptable  form  of  "follow-up"  enquiry  would 
be: 

"If  entirely  convenient  we  would  very 
much  appreciate  a  reply  to  our  recent 
letter." 

(b)  This  is  abrupt,  inadequate,  indefinite  and 
lacking  in  courtesy.     "Your  favor  received"  does 
not  sufficiently  identify  the  letter  referred  to.    The 
reply  would  be  more  pleasing  and  courteous  if  con- 
structed as  follows : 

"We  have  your  valued  favor  of  the  16th 
inst,  for  which  we  thank  you.  We  are 


HOW   TO   CONSTRUCT   A  LETTER  21 

pleased  to  mail  you  a  copy  of  our  latest  cat- 
alogue under  separate  cover." 

(c)  This  plunges  into  the  reply  without  any  of 
the  customary  acknowledgments.  While  we  may  ad- 
mit that  these  forms  of  courtesy  are  purely  and 
simply  forms,  they  nevertheless  serve  an  important 
and  indispensable  office  in  the  practice  of  letter 
writing  and  cannot  properly  be  omitted.  A  few 
additional  words  in  this  instance  would  relieve  the 
paragraph.  As  instance : 

' '  Replying  to  your  favor  of  the  14th  inst. 

we  would  say  that  we  have  never  made. . . . 

?  > 

Other  forms-  of  courteous  and  agreeable  introduc- 
tory paragraphs  are  quoted  from  various  sources  as 
follows : 

"Dear  Sir: 

We  acknowledge  receipt  of  your  favor 
of  recent  date  on  the  subject  and  take  pleas- 
ure in  sending  our  catalogue  under  separate 


"Dear  Sir: 

We  are  in  receipt  of  your  valued  letter 
dated  the  5th  inst.  and  are  pleased  to  mail 
you  a  copy  of  our  latest  catalogue  under 
a  separate  cover." 


22  MODEBN   BUSINESS   COBBESPONDENCE 

"Dear  Sir: 

We  appreciate  your  inquiry  for  our 
booklet,  and  are  sending  it  under  separate 
cover,  together  with  samples." 

"Gentlemen: 

In  compliance  with  your  esteemed  in- 
quiry of  recent  date,  we  promptly  forwarded 
our  complete  catalogue  and  supplement,  but 
as  yet  have  not  heard  from  you.  We  beg  to 
ask  if  the  catalogue  was  received.  If  not, 
we  will  be  glad  to  forward  duplicates 
promptly  upon  receipt  of  your  further  ad- 
vice. ' ' 

"Dear  Sir: 

This  will  acknowledge  your  valued 
favor  of  the  27th  ult.  We  will  be  pleased 
to  arrange  the  shipments  according  to  your 
request. ' ' 

' i  Gentlemen : 

Replying  to  your  esteemed  favor  of 


the  10th  inst.  we  beg  to  say 


' '  Gentlemen : 

We  have  your  favor  of  the  15th  inst. 

regarding ,  and  in 

reply  would  say " 

' '  Gentlemen : 

Your  esteemed  favor  of  Thursday  is 
at  hand.    We  cannot  say  immediatelv.  , 


HOW   TO    CONSTRUCT   A  LETTEE  23 

"Dear  Sirs: 

Pursuant  to  the  request  in  your  es- 
teemed favor  of  the  8th  inst.  we  have  pleas- 
ure in  quoting  you  as  follows ' ' 

' i  Gentlemen : 

Complying  with  your  valued  inquiry  of 
the  5th  inst.  we  beg  to  quote  you  as  fol- 
lows : " 

i '  Gentlemen : 

It  gives  me  pleasure  to  acknowledge 
your  esteemed  favor  of  the  9th  inst.  and  to 
say " 

Whenever  possible  the  second  paragraph  of  the 
letter  should  contain  the  back-bone  and  vitals  of  the 
subject.  After  the  courtesies  of  the  opening  par- 
agraph, strike  straight  from  the  shoulder  and  pin 
the  attention  immediately  to  the  answer  or  the  quota- 
tion or  proposition.  It  may  be  necessary  to  divide 
the  meat  of  the  letter  into  two  and  sometimes  three 
paragraphs.  Usually  it  is  better  to  do  so.  This  will 
aid  the  eye  and  thus  facilitate  mental  grasp  and 
assimilation.  Oare  should  be  taken,  however  not  to 
allow  the  paragraphing  to  break  the  continuity  of 
thought  or  argument. 

When  the  story  has  been  told,  there  remains  the 
closing  paragraph,  and  it  is  essential  that  this  be  as 


24  MODERN   BUSINESS   CORRESPONDENCE 

neatly  turned  and  as  graceful  as  the  opening  of  the 
letter.  Very  properly  this  main  paragraph  may  be 
followed  by  a  penultimate  or  secondary  one  contain- 
ing points  of  commendation  or  solicitation — possibly 
of  qualification.  No  specific  rule  can  be  given  for 
this;  the  general  tenor  of  the  letter  must  pitch  the 
key  for  the  character  and  tone  of  the  next-to-the- 
last  paragraph,  and  its  strength  and  forcefulness 
will  depend  upon  the  ability  of  the  writer. 

There  seems  to  be  a  divergent  opinion  regarding 
the  proper  term  of  respect  in  signing  a  letter.  The 
very  respectful  Colonial  style  of  signature  has  been 
succeeded  by  the  briefer  and  less  ceremonious 
"  Yours  truly, "  which  is  now  in  harmony  with 
present-day  brevity  and  terseness  of  business  corre- 
spondence. 

The  choice  of  signatures  must  be  a  matter  of  per- 
sonal preference.  "  Yours  truly "  means  nothing, 
and  very  little  meaning  can  be  squeezed  out  of  any 
of  the  others.  The  following  rule  should  obtain,  how- 
ever, in  signing  company  or  firm  names ;  all  letters 
should  be  signed  exactly  the  same,  no  matter  in 
what  department  they  were  dictated.  This  uniform- 
ity of  firm-signature  will  mean  much  in  establish- 


HOW   TO   CONSTRUCT   A  LETTER  25 

ing  in  the  minds  of  customers  a  feeling  of  concen- 
trated individuality.  The  recipient  of  letters  from 
any  department  is  made  to  feel  that  the  house  has  a 
personality  indicated  by  the  signature.  If  the  man- 
ner of  signing  letters  is  left  to  the  choice  of  the 
various  department  heads,  the  result  upon  the  mind 
of  a  person  receiving  a  letter  from  the  house  which 
is  closed  in  terms  of  respect  different  from  that  of 
preceding  letters  is  a  feeling  that  he  is  dealing  with 
a  different  person  from  the  one  writing  the  former 
letter;  consequently,  he  is  inclined  to  wonder  if  his 
latest  correspondent  is  entirely  familiar  with  the  re- 
lations which  he  maintains  with  the  house,  and  with 
his  particular  needs  and  requirements. 

The  forms  most  frequently  used  are  as  follows : 

Yours  truly, 

Very  truly  yours, 

Yours  very  truly, 

Very  sincerely  yours, 

Sincerely, 

Truly  yours, 

Sincerely  yours, 

Respectfully  yours, 

Yours  very  respectfully, 


26  MODEBN   BUSINESS   CORRESPONDENCE 

Yours  cordially, 
Yours,  etc., 
Very  heartily  yours, 

The  correspondence  clerk  will  find  it  to  his  advan- 
tage to  extend  his  vocabulary  and  strengthen  his 
command  of  the  English  language  in  every  way  pos- 
sible. He  should  be  well  versed  in  the  use  of  syn- 
onyms and  antonyms,  not  for  the  purpose  of  loading 
his  letter  with  unnecessary  verbiage,  but  in  order  to 
avoid  awkward  repetition  and  tautology.  The 
perusal  of  the  best  authors  and  essayists  and  also  of 
the  best  writers  in  the  daily  newspapers  will  greatly 
aid  in  the  acquisition  of  a  flexible,  graceful  and  terse 
style  of  diction. 

There  are  several  little  works  published  which 
will  be  of  aid  in  this  connection,  among  which  may 
be  mentioned : 

1 ' Words  and  Their  Uses," 
"Desk-Book  of  Synonyms. " 
Prof.  Genung,  in  one  of  his  valuable  books  on  the 
subject  of  English,  lays  down  the  following  rules 
governing  the  choice  of  words : 

"In  the  choice  of  words,  let  the  paramount  con- 
sideration be  exactness.  That  is,  seek  to  say  pre- 


HOW   TO   CONSTRUCT   A  LETTER  27 

cisely  what  the  thought  requires;  neither  more  nor 
less.  This  demands,  of  course,  close  scrutiny  of 
meanings,  and  independence  of  current  fashions  in 
words.  2.  Seek  to  have  at  command  more  than  one 
expression  for  the  same  thing.  Not  that  several 
forms  are  in  any  case  to  be  employed,  but  it  often 
happens  that  if  the  writer  has  not  thought  broadly 
and  deeply  enough  to  have  more  than  one  expres- 
sion for  his  idea,  the  one  that  he  has  will  be  meager. 

3.  Cultivate  the  habit  of  observing  the  derivation 
and  history  of  words.    A  word  whose  etymology  is 
known  defines  itself;  the  writer  feels  its  force  in- 
tuitively and    need    not    depend  on    a    dictionary. 

4.  Enlarge  your  vocabulary   by  diligent    study   of 
usage  in  the  best  writers.     The  true  meaning  of 
words  is  expressed  only  when  they  are  interwoven 
with  other  words.    No  fineness  of  usage  can  be  ac- 
quired  from    the  dictionary    alone.     5.  Technical 
terms  should  not  be  used  when  they  are  not  likely 
to  be  understood.     6.  Beware  of  fine  writing.     By 
fine  writing  is  meant  the  use  of  pretentious  terms 
for  trivial  ideas." 

Never  allow  a  letter  to  leave  your  office  with 
errors,  corrections,  erasures  or  interpolations.     If 


28  MODERN   BUSINESS    CORRESPONDENCE 

there  has  been  a  typographical  error,  or  a  wrong 
word  used,  or  a  word  misspelled,  have  the  letter  re- 
written entirely.  A  rigid  rule  that  no  corrected, 
erased  or  bungled  letter  will  be  allowed  to  pass  will 
exercise  a  wonderful  influence  with  clerks  and 
stenographers.  It  will  enforce  carefulness  and 
neatness. 

Envelopes  should  be  addressed  on  the  machine  by 
the  operator  who  writes  the  letter.  Some  concerns 
make  a  practice  of  having  their  envelopes  addressed 
in  long-hand,  but  very  few  office  boys  or  stenograph- 
ers write  a  clear,  legible  hand,  and  addresses  thus 
written  are  careless  and  often  incorrect.  It  is  bad 
form  to  address  the  envelope  in  script  when  the 
letter  is  typewritten,  and  the  practice  should  not 
obtain  with  any  firm  wishing  to  make  the  best  im- 
pression with  its  correspondents. 

It  may  be  said  in  objection  to  the  above  that  the 
address  on  the  envelope  is  of  no  importance,  as  far 
as  appearance  goes ;  that  the  mail  is  opened  by  the 
office  boy  or  other  subordinate  and  does  not  reach 
the  eye  of  the  principals.  In  some  very  large  con- 
cerns this  is  true.  In  thousands  of  others  it  is  not 
true.  The  proprietor  or  managing  official  often  per- 


HOW   TO    CONSTRUCT   A   LETTER  29 

sonally  opens  the  mail,  and  the  neatness  a\nd  general 
appearance  of  the  envelope  and  address,  and  its  cor- 
rectness, will  either  consciously  or  unconsciously 
make  its  impression  upon  his  mind.  It  isn't  safe  to 
take  chances  with  as  seemingly  an  unimportant  de- 
tail as  the  address  on  the  envelope,  even  though  it 
may  or  may  not  reach  the  eye  of  the  man  to  whom 
the  letter  inside  is  directed.  Carefulness  must  be 
the  keynote  in  all  details  of  correspondence.  It  is  a 
habit  with  some  very  careful  concerns  to  have  each 
stenographer  put  a  single  initial  or  number  in  one 
corner  of  the  envelope,  so  that  in  event  it  is  returned 
on  account  of  incorrect  address,  the  one  responsible 
for  the  carelessness  can  be  located  and  cautioned. 


30  MODERN   BUSINESS   CORRESPONDENCE 


HOW  TO  ANALYZE  A  LETTER. 

To  the  trained  mind  of  a  competent  business  ex- 
ecutive, the  analysis  of  a  letter  is  practically  an  un- 
conscious and  intuitive  process;  and  if  only  minds 
of  such  caliber  and  equipment  were  called  upon  to 
perform  this  task  there  would  be  no  need  to  dis- 
cuss the  principles  underlying  that  process  or  to 
seek  to  make  it  a  matter  of  deliberate  and  careful 
practice  instead  of  an  intuitive  and  sub-conscious 
mental  action.  But  the  fact  remains  that,  in  the 
business  world  of  today,  comparatively  few  of  the 
men  charged  with  the  responsibility  of  handling  the 
larger  part  of  the  vast  volume  of  letters  received 
by  commercial  houses  have  the  discipline,  the  ex- 
perience and  the  seasoned  judgment  which  make  spe- 
cific advice  upon  this  subject  unnecessary. 

This  is  by  no  means  a  reflection  upon  the  intelli- 
gence and  acumen  of  the  average  correspondence 
clerk;  it  is  simply  another  way  of  saying  that  his 
lack  of  years  of  experience  as  a  responsible  execu- 
tive may,  and  should,  be  offset,  in  this  particular, 


HOW   TO   ANALYZE   A   LETTER  31 

by  the  observations  of  those  who  have  been  com- 
pelled to  "blaze  the  trail"  and  find  their  own  way 
through  a  maze  of  perplexing  difficulties,  without 
aid  or  guidance  from  any  source  save  their  own  na- 
tive wit  and  abilities.  To  doubt  that  the  younger 
correspondence  clerks  will  eagerly  avail  themselves 
of  any  practical  and  sound  aids  that  offer  is  to  un- 
derestimate the  high  average  of  intelligence  that  is 
to  be  found  in  those  who  follow  this  calling. 

Invariably  the  first  step  in  the  analysis  of  a  let- 
ter is  to  ascertain  the  character  and  extent  of  the 
order,  if  there  be  one,  and  next  to  raise  the  ques- 
tion: Does  this  communication  contain  any  covert 
meaning,  any  hidden  point  or  implication,  not 
clearly  apparent  on  its  face?  No  matter  how  rou- 
tine its  nature,  it  is  never  safe  to  allow  a  letter  to 
pass  the  lines  and  be  answered  without  this  chal- 
lenge. Probably  every  reader  who  has  had  a  con- 
siderable experience  in  the  handling  of  letters  will 
be  able  to  recall  several,  if  not  many,  instances  in 
which  he  has  been  caught  in  a  cunningly  devised  trap 
through  his  failure  to  raise  this  question  and  scru- 
tinize the  letter  in  hand  with  a  view  to  uncovering 
a  well-concealed  meaning,  a  vital  point  so  artfully 


32  MODEBN   BUSINESS    CORRESPONDENCE 

couched  in  the  language  of  diplomacy  that  only  the 
direct  challenge  could  be  relied  upon  to  reveal  it. 

Successfully  to  "read  between  the  lines"  of  a 
letter  requires  a  consideration  of  the  personality 
of  the  one  who  has  written  it.  Always  the  personal 
equation  must  be  brought  clearly  into  view.  With- 
out this,  the  import  of  any  letter  cannot  be  rightly 
weighed  or  estimated.  Where  the  writer  of  the 
letter  is  personally  known  to  its  reader,  this  process 
devolves  upon  the  ability  of  the  latter  to  form  a 
fairly  correct  judgment  of  human  nature;  but  when 
the  parties  to  the  correspondence  are  personally 
unacquainted,  the  reader  must  determine  the  per- 
sonal equation  from  the  general  "ear  marks"  of 
the  communication. 

If  it  bears  on  its  face  the  evidence  that  it  is  writ- 
ten by  a  person  of  good  intelligence,  of  shrewd- 
ness, of  experience,  the  reader  will  naturally  and 
rightly  attach  more  significance  to  a  phrase  which 
is  open  to  a  double  interpretation  than  he  would 
if  it  were  written  by  a  person  evidently  unskilled 
in  the  arts  of  diplomatic  expression.  Then,  too, 
the  reader  of  the  letter  will  bring  to  bear  on  this 
point  all  his  knowledge  of  the  character  and  stand- 


HOW    TO   ANALYZE   A   LETTER  33 

ing  of  the  house  from  which  the  communication 
comes.  If  the  establishment  has  a  reputation  for 
honest  and  straightforward  dealing,  he  will  not  be 
as  ready  to  impute  to  its  letter  a  concealed  mean- 
ing as  if  it  were  generally  thought  to  be  inclined  to 
be  tricky  or  on  the  watch  for  every  advantage  of 
a  doubtful  character  that  might  offer. 

However,  the  only  safe  line  for  the  executive  or 
the  clerk  having  the  handling  of  correspondence  to 
follow  is  to  apply  to  every  doubtful  paragraph,  sen- 
tence or  phrase  the  fullest  measure  of  scrutiny  and 
to  frame  his  answer  accordingly. 

As  a  general  thing,  the  dangerous  or  concealed 
clause  of  a  letter  written  with  the  deliberate  intent 
to  confuse  or  deceive  will  be  found  in  a  sentence 
that,  at  first  reading,  appears  to  be  incidental  to 
the  main  statements  or  those  sentences  which  the 
writer  would  have  the  reader  consider  as  the  prin- 
cipal ones.  For  this  reason,  the  questionable 
clauses  are  seldom  found  at  the  beginning  of  a 
letter.  If  the  writer  is  especially  skilled  in  the  art 
of  diplomatic  correspondence,  the  phrases  which 
are  intended  to  entrap  the  reader  will  probably  be 
found  towards  the  close  of  the  communication.  This 


34  MODERN   BUSINESS   CORRESPONDENCE 

arrangement  is  based  on  the  shrewd  observation 
that  letters  are  often,  if  not  usually,  read  in  a  care- 
less and  hurried  manner  and  especially  so  with  ref- 
erence to  their  closing  sentences.  In  other  words, 
the  mind  of  the  reader  is  more  apt  to  wander  and 
to  lessen  its  concentration  after  it  has  assimilated 
the  main  body  of  the  letter  and  has  approached  the 
conventional  expressions  of  respect  and  courtesy 
with  which  even  purely  business  letters  are  com- 
monly brought  to  a  close. 

Another,  and  perhaps  the  principal,  reason  why 
the  attention  of  the  reader  is  generally  less  acute 
in  considering  the  later  than  the  earlier  paragraphs 
of  a  letter  is  because  his  mind  has  already  begun 
to  busy  itself  with  the  answer  that  he  proposes  to 
make.  Only  a  little  self-observation  is  required  to 
demonstrate  this  tendency  to  slight  the  reading  of 
the  concluding  portions  of  a  letter. 

Eealizing  this  human  weakness,  the  correspond- 
ent who  wishes  to  have  a  questionable  statement 
pass  without  challenge — and  thereby  to  fix  the  re- 
sponsibility of  acceptance  upon  the  recipient — is 
naturally  inclined  to  place  it  near  the  termination 
of  his  letter. 


HOW    TO   ANALYZE   A  LETTER  35 

This  practice  also  gives  the  conniving  correspond- 
ent the  benefit  of  chance  interruptions  which  op- 
erate to  divert  the  attention  of  the  reader.  While 
this  exigency  is  only  a  "chance"  it  often  intervenes 
and  is  as  effective  as  if  its  occurrence  did  not  de- 
pend upon  accident  rather  than  upon  some  depend- 
able law. 

By  reason  of  the  fact  that  statement  by  indirec- 
tion is  invariably  a  longer  process  than  the  simple 
' '  Yea,  yea  and  nay,  nay ' '  of  undisguised  directness, 
the  longer  the  letter  the  more  likely  is  it  to  contain 
purposely  confusing  and  ambiguous  phrases.  A 
multiplicity  of  words  is  sufficient  warrant  for  the 
close  and  critical  inspection  of  a  letter,  with  a  view 
of  detecting  hidden  interpretations  and  double  mean- 
ings. Very  few  correspondents  are  sufficiently 
adroit  in  the  language  of  diplomacy  to  introduce  a 
doubtful  clause  without  attempting  to  divert  atten- 
tion and  "cover  his  tracks"  by  a  series  of  sentences 
leading  away  from  the  vital  point  at  issue.  This  pro- 
cess requires  space  and  consequently  the  use  of  much 
space  furnishes  grounds  for  the  suspicion  that  the 
multiplying  of  words  is  with  the  purpose  of  befog- 
ging the  mind  of  the  reader  and  drawing  his  atten- 


36  MODERN   BUSINESS    CORRESPONDENCE 

tion  from  something    which    he    should    carefully 
ponder  in  all  its  possible  meanings. 

A  common  fault  of  the  readers  of  letters  is  a  fail- 
ure to  give  proper  attention  to  their  dates  and  to 
dates  mentioned  in  the  bodies  of  the  communications. 
Often  these  have  a  most  important  bearing  on  the 
subject  matter  in  hand,  and  the  failure  of  the  recip- 
ient to  grasp  this  significance  at  first  reading  is 
quite  likely  to  involve  disagreeable  blunders  and  de- 
lays, and  in  some  instances  a  considerable  money 
loss  because  of  failure  to  make  deliveries  or  com- 
plete work  on  or  before  a  certain  specified  time. 


LETTERS  OF   PROMOTION   AND  EXPANSION  37 


LETTERS  OF  PROMOTION  AND  EXPANSION. 

Letters  intended  for  promoting  and  expanding  a 
business  usually  originate  with  the  Advertising  and 
Promotion  Department  and  are  not  in  direct  answer 
to  letters  received  from  customers.  Such  letters  are 
printed  in  large  quantities,  usually  in  imitation  of 
typewritten  letters,  and  have  the  individual  or  firm 
name  carefully  "filled  in,"  so  that  the  recipient  is 
led  to  believe  that  it  is  a  personal  and  direct  appeal 
to  him. 

The  writing  of  letters  of  this  class  is  an  art  in  it- 
self, and  upon  the  cleverness  and  salesmanship  with 
which  they  are  constructed  depend  the  actual  results 
in  sales  created.  Mere  bulk  and  quantity  are  not  ef- 
fectual. There  must  be  a  persuasive  personal,  ' '  pull- 
ing" element,  else  the  campaign  will  be  fruitless. 
Nearly  every  live  and  progressive  business  corpora- 
tion is  provided  with  lists  of  possible  customers  and 
to  these  names  the  letters  of  promotion  and  expan- 
sion are  sent.  The  best  results  are  obtained  when 
the  campaign  is  definitely  and  wisely  planned,  and 


38  MODERN   BUSINESS    CORRESPONDENCE 

embraces  a  series  of  letters,  circulars,  bulletins,  cat- 
alogues, etc.  Very  often  it  is  only  after  the  second, 
third  or  fourth  letter  is  sent,  that  a  reply  is  received, 
indicating  that  a  single  volley  from  the  firing  line 
would  be  inert  and  ineffectual. 

Excellent  work  is  also  accomplished  by  an  intelli- 
gent publicity  campaign  based  upon  lists  of  the  reg- 
ular house  customers.  Fidelity  to  the  firm  can  be 
fostered  and  strengthened  by  this  process,  and  very 
frequently  orders  saved  which  would  have  been 
picked  up  by  a  competitor's  salesman. 

Many  firms  with  large  lists  of  customers  would 
find  it  highly  profitable  to  watch  more  closely  this 
particular  feature  of  their  business.  One  firm,  under 
the  writer's  observation,  makes  a  specialty  of 
friendly  letters  to  customers  whose  accounts  do  not 
average  as  large  as  might  reasonably  be  expected. 
The  first  year  this  development  work  was  tried  as 
an  experiment,  the  increase  of  sales  that  could  be 
credited  to  this  campaign  amounted  to  more  than 
$100,000,  and  as  the  net  profit  was  from  15  to  20%, 
it  may  be  easily  conceded  that  it  paid  handsomely. 

For  this  work  cards  were  prepared  having  blank 
spaces  for  recording  certain  technical  information 


LETTERS  OF   PROMOTION  AND  EXPANSION 


39 


relating  to  each  customer.  Spaces  were  also  ar- 
ranged for  showing  the  total  purchases  by  months. 
One  of  the  special  cards  was  designed  as  follows : 


NAME 


TOWN 


Street  Address 


Business 


Rating 


Ledger   Account 


Jan 


Feb 


Mch 


Apr 


May 


June 


July 


Aug 


Sep 


Oct 


Nov 


Dec 


Literature  Sent 


1234567 


9         10        11         12 


The  "tab"  system  was  adopted,  as  it  permitted  of 
the  same  file  being  used  for  general  circular  work. 
A  tab  in  "first  position"  indicated  one  character 
of  customer,  as,  for  instance,  a  Contractor.  Tabs 
in  "second  position"  denoted  a  dealer  who  carried 
a  regular  stock,  etc. 

Cards  were  distributed  in  files  geographically. 


40  MODERN   BUSINESS    CORRESPONDENCE 

All  actual  customers  were  entered  on  white  cards ; 
prospective  customers  on  pink  cards.  As  soon  as  a 
" prospective "  was  turned  into  an  "actual,"  the 
name  was  transferred.  The  pink  card  in  that  case 
being  dropped  into  the  back  end  of  the  tray,  serving 
graphically  to  illustrate  how  many  "prospeetives" 
had  been  converted  each  month. 

A  series  of  form  letters  were  used,  these  being  re- 
written at  frequent  and  regular  intervals,  so  that 
the  same  customer  did  not  receive  two  exactly  alike. 
Letters  were  sent  out  between  the  15th  and  20th  of 
each  month.  Every  effort  was  made  to  put  individ- 
uality and  sincerity  into  each  letter.  The  replies 
were  encouraging  in  many  ways,  and,  besides  pick- 
ing up  orders  that  would  otherwise  have  been  lost 
to  an  energetic  competitor,  they  served  to  bring  the 
customer  and  the  firm  into  closer  relationship.  Vari- 
ous examples  of  the  letters  used  in  this  work  are 
submitted  later  in  this  chapter.  They  are  offered 
as  suggestions,  subject  to  adaptation  to  individual 
needs,  and  not  as  set  forms  to  be  slavishly  followed. 

The  soliciting  letters  submitted  here  are  copies  of 
a  series  prepared  for  a  wide-awake,  aggressive  con- 
cern. They  were  used,  one  season,  with  very  profit- 


LETTEKS  OF   PROMOTION  AND  EXPANSION  41 

able  results.    Each  season  a  new  and  fresh  series  was 
arranged. 
Purchasers  below  the  average: 

White  &  Company, 

Akron,  Ohio. 
Gentlemen : 

In  looking  over  our  Sales  Record  we  dis- 
cover that  we  are  apparently  not  getting 
our  usual  amount  of  orders  from  you.  We 
do  not  know  how  to  account  for  this,  but 
sincerely  hope  that  it  is  not  due  to  any  seri- 
ous fault  or  oversight  of  ours. 

Perhaps  our  Mr.  does  not 

get  around  frequently  enough  to  suit  your 
convenience.  We  know  that  he  is  active  and 
aggressive,  but  he  has  a  large  territory, 
and  it  may  be  necessary  to  effect  some  dif- 
ferent arrangement  in  that  respect. 

We  wish  you  would  write  us  frankly  about 
the  matter,  so  that  we  may  have  the  ben- 
efit of  your  opinion.  Do  not  hesitate  at 
any  time  to  send  orders  by  mail.  We  will 
appreciate  them  and  will  make  every  effort 
to  ship  exactly  what  you  want  and  get  it  to 
you  promptly. 

Mr. will  be  credited  for  the 

sales  just  the  same  as  if  he  took  the  order 
in  person. 

We   have   an   unusually    fine    line    of 

,  just  received,  and  can  quote  you 

an  exceedingly  low  price.    Can  we  not  have 
an  order  for  at  least  six  cases? 
Sincerely  yours, 

H.  A.  HANSEN, 
Sales  Mgr. 


42  MODERN   BUSINESS    CORRESPONDENCE 

Irregular  Purchaser: 

White  &  Co., 

Akron,  Ohio. 
Gentlemen : 

In  looking  over  our  Sales  Eecord  we  find 
that  we  have  not  been  favored  with  your 
order  since 

Was  there  anything  wrong  with  our  last 
shipment?  What  have  we  done  or  left  un- 
done to  merit  a  total  eclipse? 

Our  Mr reports    that   he 

makes  his  usual  calls  upon  you,  but  that  he 
has  been  unable  to  secure  your  orders. 

We  want  you  to  feel  that  we  fully  appre- 
ciate your  past  favors  and  hope  that  we  may 
count  on  a  continuance  of  them  as  long  as 
we  show  a  disposition  to  do  our  part  fairly. 
If  there  has  been  any  seeming  friction  that 
needs  explanation,  please  do  not  hesitate  to 
write  us  fully  and  plainly.  We  want  your 
business. 

How  are  you  fixed  for ?    We 

can  quote  a  specially  low  price  just  now. 
Sincerely  yours, 

H.  A.  HANSEN, 
Sales  Manager. 

The  following  series  of  successful,  business-bring- 
ing letters  were  used  bv  another  manufacturing  com- 
pany. 


LETTERS  OF   PROMOTION  AND  EXPANSION  43 

Circular  Letter  "A": 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

In  looking  over  our  records,  we  notice 

that  in  we  sold  you  a  small 

lot  of ,  but  have  had  no  orders 

from  you  since.  We  wish  you  would  do  us 
the  favor  to  advise  if  the  goods  sent  you 
were  not  satisfactory,  and  if  that  is  the 
reason  that  we  have  not  had  further  orders 
from  you!  If  such  is  the  case,  we  would 
ask  that  you  send  us  another  order  and  re- 
ceive the  improved  quality  that  we  are  now 
able  to  furnish.  We  are  confident  that  the 

new will  give  you  the  greatest 

satisfaction. 

Enclosed  find  our  quotations,  which  are 

as  low  as  can  be  made  on  any 

of  equal  quality. 

Please  let  us  hear  from  you  in  reply,  even 
if  you  will  not  be  able  to  send  us  an  order 
at  the  present  time,  as  we  are  desirous  of 
arranging  to  furnish  you,  if  possible,  the 

you  will  use  in  the  future. 

Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  2: 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  have  been  hoping  to  hear  from  you  in 
answer  to  our  letter  of ,  in  ref- 
erence to  our  improved We 


44  MODERN  BUSINESS  CORRESPONDENCE 

are  very    anxious  to    have  you    use    our 

and  feel  confident  that  the 

quality  is  such  that  you  will  be  greatly 
pleased  after  giving  them  a  trial. 
.  We  are  willing    to    accept    your    order, 

guaranteeing  that  the  will 

he  satisfactory  in  every  respect,  or  if  you 
wish  first  to  try  a  sample  we  will  send  you 
two  for  that  purpose  without  charge  if  you 
will  fill  out  the  blank  enclosed,  so  that  we 
will  know  just  what  sizes  to  send  you. 

We  will  consider  it  a  favor  if  you  will  let 
us  hear  from  you,  so  that  we  may  know  ex- 
actly how  the  matter  stands. 
Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  3: 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  wrote  you  under  dates  of 

and soliciting  your   order   for 

our In  these  letters  we 

guaranteed  that  the  goods  would  be  entirely 
satisfactory  to  you,  and  offered  to  send 
you  two  samples  free  of  charge  if  you  would 
favor  us  with  the  necessary  information  on 
the  blank  we  enclosed. 

We  have  not  heard  from  you  in  reply. 
Kindly  advise  us  if  we  may  not  hope  to  do 
some  business  with  you? 

We  trust  that  our  new  catalogue  has 
reached  you,  and  that  you  are  pleased  with 
it.  Yours  sincerely, 

P.  D.  HANSON  COMPANY. 


LETTERS  OF   PROMOTION  AND  EXPANSION  45 

Circular  Letter  "A"  4: 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  have  written  you  several  times  re- 
garding the  and  soliciting 

at  least  the  privilege  of  sending  you  samples 

of  the  new  style  ,  but  have 

received  no  reply.    Our  Mr , 

who  visits  your  city,  will  call  upon  you  as 
soon  as  he  can  do  so.  We  have  written  him 

to  bring  the  matter  of  the  new 

to  your  attention,  and  give  you  such  in- 
formation as  is  perhaps  not  convenient  for 
you  to  ask  us  to  do  by  letter. 

Meantime  we  would  be  pleased  to  have 
you  favor  us  with  a  sample  order,  as  we 
are  certain  a  trial  will  convince  you  of  the 
superiority  of  these. 

Yours  sincerely, 

MAXWELL  &  COMPANY. 

The  following  forms  were  used  in  territory  where 
no  salesman  was  employed: 

Circular  Letter  "A"  4: 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  have  written  you  several  times  re- 
garding our  ,  and  soliciting 

at  least  the  privilege  of  sending  you 
samples  of  the  new  style  but  have  received 
no  reply.  We  have  no  traveling  salesman 


46  MODERN   BUSINESS    CORRESPONDENCE 

in  your  locality  and  our  only  means  of  com- 
municating with  you  is  by  correspondence 
and  through  the  medium  of  our  catalogue. 
Will  you  not  kindly  favor  us  with  a  re- 
ply to  our  former  letters  and  at  least  fill 
out  the  sample  blank  we  again  send  you, 
and  allow  us  to  forward  you  two  of  the 

new   for  trial.     Awaiting 

your  favorable  reply,  we  are, 
Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  5: 
Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

Despite  our  various  letters  to  you  solicit- 
ing a  trial  order  for ,  or  at 

least  the  privilege  of  sending  you  the 
samples  free  of  charge  upon  receipt  of  the 
necessary  information,  we  have  failed  to 
obtain  any  reply  from  you. 

We  cannot  but  believe  that  this  is  due  to 
an  oversight  on  your  part  and  once  more 
write  you,  taking  the  liberty  of  enclosing  a 
stamped  envelope  addressed  to  ourselves, 
for  your  reply.  We  enclose  quotations  and 
request-blank  for  samples. 

We  know  that  we  can  give  you  a  very 

superior and  feel  confident 

that  if  we  can  only  induce  you  to  try  a 
sample  without  expense  to  yourself  that 
you  will  favor  us  with  future  business. 

By  kindly  using  the  enclosed  envelope 
and  request-blank  you  will  greatly  oblige. 
Yours  sincerely, 

MAXWELL  &  COMPANY. 


LETTERS  OF   PEOMOTION  AND  EXPANSION  47 

Circular  Letter  "A"  6- 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  would    consider    it  a   favor  if    you 
would  let  us  hear  from  you  in  answer  to  our 

letter  of ,    in   reference   to 

We  are  positive  that  the 

improved  style  we  are  now  sending  out  will 
please  you.  If  for  any  reason  you  have 

begun  to  buy  other ,  we  would 

like  to  have  you  give  us  an  order,  which 
we  will  accept,  guaranteeing  that  the 

will  be  satisfactory  in  every 

respect.  If  you  prefer  to  try  a  sample  first 
we  will  send  you  two  for  that  purpose  with- 
out charge.  Kindly  fill  out  the  blank  en- 
closed, so  that  we  will  know  just  what  to 
send  you. 

We  enclosed  a  stamped  envelope  with  our 
previous  letter  and  we  will  consider  it  a 
favor  if  you  will  let  us  hear  from  you,  so 
that  we  may  know  how  the  matter  stands. 
Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  7: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Dear  Sirs: 

In  your  letter  of you 

stated  that  you  thought  you  would  be  able 

later  to  send  us  an  order  for 

Your  order  has  not  yet  reached  us  and  we 
hope  it  has  not  been  placed  elsewhere.  The 


48  MODERN   BUSINESS    CORRESPONDENCE 

we  are  now  sending  out  are 

giving  universal  satisfaction  and  we  know 
that  they  will  certainly  please  you. 
Can  we  have  the  order? 

Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  8: 

Jones  &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

We  have  your  favor  of and 

have  sent  you,  in  accordance  with  your  re- 
quest, two  of  our ,  for  which 

we  make  no  charge.  We  would  like  to  have 
you  give  them  a  thorough  test  and  are  sure 
their  superiority  over  other  patterns  will 
be  apparent. 

Please  note  the  careful  construction  in 
every  detail.  Although  sold  at  a  low  price 
we  do  not  believe  you  will  find  anything  on 
the  market  to  equal  them  in  design  or 
finish. 

Please  let  us  hear  from  you  after  you 
have  given  them  a  sufficient  trial. 
Yours  sincerely, 

MAXWELL  &  COMPANY. 

Circular  Letter  "A"  P.- 
Jones &  Son, 

Indianapolis,  Ind. 
Dear  Sirs: 

About ago,  pursuant  to  your  re- 
quest on  our  blank,  we  sent  you  two  samples 
of  our  .  We  have  not  had  a 


LETTERS  OF   PROMOTION  AND  EXPANSION  49 

report  from  you  and  wish  to  ask  if  the 
samples  were  entirely  satisfactory! 

We  sent  these  samples  to  a  large  list  of 
our  customers  and  have  received  an  ex- 
tremely gratifying  per  cent  of  orders.  We 
know  that  the  goods  will  suit  you  and  are 
very  anxious  to  have  you  try  them  thor- 
oughly. 

If  our  previous  samples  were  mislaid,  or 
were  unsatisfactory,  or  you  wish  to  try 
again  before  placing  a  definite  order,  kindly 
write  us.  We  are  enclosing  another  trial 
order  blank  and  hope  to  have  a  report  from 
you  within  a  few  days. 

Yours  sincerely, 

MAXWELL  &  COMPANY. 

The  following  series  of  letters  was  used  by  an 
electrical  manufacturing  company  and  proved  highly 
satisfactory  in  the  results  obtained. 

The  complete  set  is  given  to  illustrate  how  a  cir- 
cular letter  may  be  adapted  to  the  various  kinds  of 
machines  in  which  the  man  is  most  likely  interested 
and  which  serves  to  gain  his  attention  more  cer- 
tanly  than  would  a  general  letter. 

Information  of  new  plants,  new  additions,  fires, 
etc.,  was  received  daily  from  press  clipping  bureaus 
and  trade  papers.  This  information  was  carefully 
classified  and  the  proper  form  letter  number  marked 
opposite  each  item. 


50  MODERN   BUSINESS    CORRESPONDENCE 

•  Form  Letter  No.  1 — Mills,  Machine  Shops,  Etc. 

C.  B.  Randall  Co., 
Riverside,  Mo. 
Dear  Sirs: 

We  wish  to  ask  if  it  will  not  be  possible 
for  us  to  interest  you  in  the  matter  of  light- 
ing your  plant  by  electricity,  or  operating  a 
part  or  all  of  your  machines  with  electric 
motors'? 

We  make  a  specialty  of  Generators  and 
Motors  for  mills,  mines,  factories  and  ma- 
chine shops,  and  if  you  will  give  us  the 
opportunity  we  are  quite  certain  that  we 
can  show  a  large  margin  of  saving  in  favor 
of  electric  drive  as  compared  with  the  usual 
multiplicity  of  shafts,  belts  and  pulleys. 

Our  Generators  and  Motprs  are  in  use  in 
many  of  the  largest  manufacturing  estab- 
lishments in  America,  and  are,  without  ex- 
ception, giving  the  utmost  satisfaction. 

We  will  be  pleased  to  submit  prices  and 
any  other  information  which  you  may  de- 
sire, or,  if  it  would  be  of  service,  have  one 
of  our  engineers  consult  you.  Kindly  ex- 
amine Bulletin  No. ,  which  we  are  send- 
ing under  separate  cover. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  this  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


LETTERS  OF   PROMOTION  AND  EXPANSION  51 

Form  Letter  No.  2— "Follow  Up": 

C.  B.  Randall  Co., 
Riverside,  Mo. 
Gentlemen : 

On we  wrote  you  regarding 

the  possible  use  of  generators  and  motors 
in  connection  with  your  proposed  improve- 
ments. We  have  not  had  a  reply  to  our 
letter,  and  perhaps  it  has  not  reached  you. 

We  make  a  specialty  of  Generators  and 
Motors  for  mills,  mines,  factories  and  ma- 
chine shops,  and  if  you  will  give  us  the 
opportunity  we  are  quite  certain  that  we 
can  show  a  large  margin  of  saving  in  favor 
of  electric  drive  as  compared  with  the  usual 
multiplicity  of  shafts,  belts  and  pulleys. 

Ellison  Generators  and  Motors  are  in  use 
in  many  of  the  largest  manufacturing  estab- 
lishments in  America,  and  are  without  ex- 
ception giving  the  utmost  satisfaction. 

We  will  be  pleased  to  submit  prices  and 
any  other  information  which  you  may  de- 
sire, and  hope  that  we  may  have  the  pleas- 
ure of  securing  your  business. 

Trusting  that  we  may  have  a  reply,  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  Letter  No.  3 — Mines  and  Milling: 

C.  B.  Eandall  Co., 
Riverside,  Mo. 
Gentlemen : 

We  wish  to  ask  if  it  will  not  be  possible 
for  us  to  secure  your  order  for  the  electrical 


52  MODERN   BUSINESS    CORRESPONDENCE 

machinery,  Generators  or  Motors  which  you 
may  contemplate  purchasing.  We  are  man- 
ufacturing both  Direct  and  Alternating  ap- 
paratus, and  have  made  a  specialty  of 
long-distance  transmission  of  power. 

Our  Direct  and  Alternating  current  ma- 
chines are  extensively  used  in  Mining  and 
Milling  work.  All  of  the  installations  have 
been  eminently  successful  and  satisfactory. 
If  you  are  in  the  market  we  will  be  glad  to 
submit  plans  and  estimates  or  to  have  one 
of  our  engineers  consult  with  you. 

Awaiting  your  reply  with  interest  and 
thanking  yo-u  in  advance  for  your  courtesy 
in  the  matter,  we  are. 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


Form  Letter  No.  4 — Fire: 

C.  B.  Randall  Co., 
Riverside,  Mo. 
Gentlemen : 

We  regret  to  learn  of  your  loss  by  fire  and 
hope  that  you  will  be  able  to  resume  opera- 
tions without  serious  inconvenience  or 
delay. 

Do  you  not  think  that  this  would  be  an 
opportune  time  to  abandon  the  old  methods 
of  transmitting  power  through  shafting 
and  belts  and  substitute  the  safer  and  more 
economical  electric  power!  We  make  a 
specialty  of  generators  and  motors  for 
mills,  mines,  factories,  tanneries,  machine 
shops  and  wood  working  plants,  and  if  you 
will  give  us  the  opportunity  we  are  quite 


LETTERS  OF   PROMOTION  AND  EXPANSION  53 

certain  that  we  can  show  a  large  margin  of 
economy  in  favor  of  electric  drive. 

Ellison  Generators  and  Motors  are  now 
in  use  in  many  of  the  largest  manufactur- 
ing establishments  in  America  and  are  with- 
out exception  giving  the  utmost  satisfaction. 

We  will  be  pleased  to  submit  prices  and 
any  other  information  which  you  may  de- 
sire, or  we  will  send  a  competent  engineer 
to  consult  with  you  without  expense. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  cour- 
tesy in  the  matter,  we  are, 
Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  Letter  No.  5 — Tanneries  and  Leather: 

C.  B.  Randall  Co., 
Riverside,  Mo. 
Gentlemen : 

We  wish  to  ask  if  we  can  not  interest  you 
in  the  matter  of  Generators  and  Motors  for 
operating  your  plant. 

We  have  made  a  special  study  of  Tannery 
and  Leather  working  machines,  and  have  a 
number  of  very  satisfactory  and  successful 
installations  to  our  credit.  A  recent  con- 
tract was  for  the  entire  equipment  of  the 
Willson  Tannery  plant  at  Dunkirk. 

Our  motor  is  strong  and  compact  and  is 
especially  adapted  for  driving  fleshing  ma- 
chines, tan  drums,  hair  washers,  Bate 
wheels,  etc.  We  have  been  able  to  effect  a 
saving  of  half  the  power,  besides  materially 
increasing  the  daily  output  of  the  driven 


54  MODERN   BUSINESS    CORRESPONDENCE 

machines,  because  of  the  high  efficiency  ob- 
tained and  positive  character  of  the  applied 
power. 

If  it  would  be  of  service  we  would  be  glad 
to  have  one  of  our  engineers,  experienced 
in  the  equipment  of  tannery  machines,  con- 
sult with  you. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co 


Form  Letter  No.  6 — Electric  Railways: 

Wahoo  Valley  Traction  Co., 

Wahoo,  Ky. 
Gentlemen : 

We  wish  to  ask  if  we  may  not  have  the 
opportunity  of  submitting  bids  for  the 
Power  Generators,  Switchboards,  Instru- 
ments, etc.,  which  you  will  need  in  the  rail- 
way work  which  you  contemplate. 

We  are  making  a  specialty  of  power  gen- 
erators for  both  direct  and  alternating  cur- 
rent transmission  and  believe  that  we  can 
offer  you  a  type  and  quality  of  machine 
equal,  if  not  the  superior,  to  any  made  in 
America  or  elsewhere. 

If  it  would  be  of  service  we  would  be  very 
glad  to  have  one  of  our  engineers  consult 
with  you. 

We  are  sending  Bulleton  No.  27  which 
briefly  describes  a  part  of  our  machinery. 

Awaiting  your  reply  with  interest  and 


LETTERS  OF   PROMOTION  AND  EXPANSION  55 

thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


Form  Letter  No.  7 — Central  Station: 

Wahoo  Valley  Traction  Co., 

Wahoo,  Ky. 
Gentlemen : 

We  wish  to  ask  if  we  may  not  have  the  op- 
portunity of  submitting  bids  for  the  gen- 
erators, switchboards,  instruments,  etc., 
which  you  will  need  in  connection  with  your 
proposed  Central  Station  work. 

We  are  making  a  specialty  of  Lighting  and 
Power  Generators  for  either  direct  or  alter- 
nating current  transmission,  and  believe 
that  we  can  offer  you  a  type  and  quality 
of  machinery  equal,  if  not  the  superior,  to 
any  made  in  America  or  elsewhere. 

We  recently  secured  the  contract  for  the 
equipment  for  the  Municipal  Lighting  Plant 
at  Raleigh,  and  also  for  the  large  generator 
for  the  new  station  at  Haskins.  If  it 
will  be  of  service  we  would  be  very  glad  to 
have  one  of  our  engineers  consult  with  you. 
We  are  sending  Bulletin  No.  27  under  sep- 
arate cover.  This  briefly  describes  a  part 
of  our  machinery  and  we  trust  will  prove  of 
interest. 

Awaiting  your  reply  and  thanking  you  in 
advance  for  your  courtesy  in  the  matter, 
we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


56  MODERN   BUSINESS    CORRESPONDENCE 

Form  Letter  No.  8 — State,  County  and  Municipal 
Work: 

Dalia  Cons.  Co., 
Chicago,  111. 
Gentlemen  : 

We  wish  to  ask  if  we  may  not  have  the 
opportunity  of  submitting  bids  for  the  elec- 
tric lighting  plant  for  the  Court  House  at 
Centerville. 

We  make  a  specialty  of  Lighting  Gener- 
ators for  State,  County  and  Municipal  build- 
ings, and  have  made  a  great  number  of  in- 
stallations that  are  giving  the  most  satis- 
factory service. 

re  recently  closed  a  contract  for  the  en- 
tire equipment  of  the  Municipal  Lighting 
Plant  at  Raleigh,  and  also  secured  the  or- 
der for  the  large  generator  for  the  new 
lighting  station  at  Haskins.  These  in- 

/  stallations  are  giving  great  satisfaction  and 
we  would  be  glad  to  have  you  write  either 

v^of  them  regarding  our  machines. 

Under  separate  cover  we  are  forwarding 
Bulletin  No.  27,  and  trust  it  will  prove  of 
interest. 

If  it  would  be  of  service  we  would  be  glad 
to  have  a  representative  (an  experienced 
engineer)  call  and  consult  with  you. 

Awaiting  your  reply  and  thanking  you  in 
advance  for  your  courtesy  in  the  matter, 
we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


LETTERS  OF   PROMOTION  AND  EXPANSION  57 

Form  Letter  No.  9 — Grain  Elevators: 

Forest  City  Mills, 

Forest  City,  111. 
Gentlemen : 

We  wish  to  ask  if  it  will  not  be  possible 
for  us  to  secure  your  order  for  a  gener- 
ator for  lighting  your  elevator. 

Electric  lighting  is,  of  course,  the  most 
convenient  and  safest  method  of  illumina- 
tion. We  are  selling  a  large  number  of 
equipments  for  this  purpose,  and  believe 
that  you  will  be  much  pleased  and  thor- 
oughly satisfied  with  our  machinery. 

Under  separate  cover  we  are  sending  you 
a  copy  of  Bulletin  No.  27.  On  page  eight 
you  will  find  an  illustration  of  a  neat,  com- 
pact generator  direct  connected  to  an  up- 
right engine.  These  take  up  very  little  floor 
space,  use  very  little  steam  and  are  alto- 
gether the  most  satisfactory  lighting  outfit 
on  the  market. 

It  might  be  to  your  advantage  to  put  in 
a  large  generator,  making  the  current  for 
lighting  purposes  and  also  supplying  cur- 
rent for  the  operation  of  motors  to  be  dis- 
tributed wherever  needed  in  the  elevator. 
You  will  find  this  a  much  more  economical 
and  advantageous  method  of  transmitting 
power  than  with  belts  and  shafting. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


58  MODERN   BUSINESS    CORRESPONDENCE 

Form  Letter  No.  10 — Cement  Work: 

Contractors  Supp.  Co., 

Ellston,  111. 
Gentlemen : 

We  wish  to  ask  if  we  can  not  interest  you 
in  the  matter  of  Generators  and  Motors  for 
operating  your  cement  making  machines. 
We  have  made  a  special  study  of  the  various 
machines  required  in  cement  manufacturing 
and  of  the  power  necessary  to  drive  them. 
Our  motors  are  strong,  compact  and  dust 
proof  and  are  especially  adapted  to  this 
class  of  work. 

We  are  confident  that  we  can  show  you  a 
considerable  margin  of  saving  in  favor  of 
electric  drive  and  would  be  glad  to  take  it 
up  in  detail  at  your  convenience.  If  it  would 
be  of  service,  we  could  have  one  of  our  en- 
gineers visit  your  plant  and  confer  with 
you  regarding  electrical  operation. 

Under  separate  cover  we  are  sending  a 
copy  of  our  Bulleton  No.  8,  and  will  be  glad 
to  have  you  examine  it. 

Thanking  you  in  advance  for  your  cour- 
tesy in  the  matter  and  awaiting  your  early 
reply  with  interest,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  Letter  No.  11 — Wagon  and  Agricultural  Im- 
plement Works: 

Millborn  Wagon  Co., 

Millborn,  Ga. 
Gentlemen : 

We  wish  to  ask  if  it  will  not  be  possible 
for  us  to  interest  you  in  the  matter  of  light- 


LETTERS  OF   PROMOTION  AND  EXPANSION  59 

ing  your  plant  by  electricity  and  operating 
a  part  or  all  of  your  machines  with  electric 
motors. 

We  have  made  a  special  study  of  the  ma- 
chinery used  by  wagon  and  farm  implement 
manufacturers  and  planing  mills,  with  a 
view  of  ascertaining  the  best  methods  of 
electric  drive.  We  have  equipped  wood- 
stickers,  lathes,  matchers  and  planers,  rip 
and  cut-off  saws,  shapers,  etc. 

A  recent  order  includes  the  entire  equip- 
ment of  the  plant  of  the  Millspring  Vehicle 
Company  at  Blarney,  Ind.  This  was  given 
us  after  a  most  careful  investigation  of  the 
various  systems  offered. 

We  will  be  pleased  to  submit  prices  and 
any  other  information  which  you  may  de- 
sire or  we  will  be  glad  to  have  one  of  our 
experienced  engineers^o  over  your  plant 
and  confer  with  you  regarding  the  econ-' 
omies  that  could  be  effected  by  electric  drive. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  Letter  No.  12 — Laundries: 

Sanitary  Laundry, 
Compton,  Mo. 
Gentlemen : 

We  wish  to  ask  if  we  can  not  sell  you  one 
or  more  motors  to  operate  your  laundry 
machinery. 

On  account  of  its  compact  and  symmet- 
rical design  our  motor  is  particularly 


60  MODERN   BUSINESS    CORRESPONDENCE 

adapted  for  laundry  work,  and  where  neces- 
sary it  is  protected  by  special  covers  which 
render  it  proof  against  steam  and  moisture. 

If  you  can  get  the  current  to  operate  the 
motors  you  will  find  it  the  most  convenient 
and  economical  method  of  driving  the  vari- 
ous machines.  Electric  drive  is  certainly 
the  safest.  You  are  in  no  danger  of  needing 
a  coroner's  inquest  on  account  of  a  defec- 
tive or  overloaded  boiler. 

We  have  made  a  number  of  equipments 
similar  to  the  enclosed  illustration  showing 
a  large  mangle  operated  by  one  of  our  mo- 
tors. Under  separate  cover  we  are  sending 
you  a  copy  of  our  Bulletin  No.  24,  and  trust 
that  it  will  be  of  interest. 

May  we  have  the  opportunity  of  quoting 
prices? 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  Letter  No.  13 — Breweries: 

Bung  Brewing  Co., 

Chicago,  111. 
Gentlemen : 

The  writer  was  in  Chicago  a  few  days 
since  and  learned  of  your  proposed  im- 
provements, and  I  wish  to  ask  if  I  can  not 
interest  you  in  the  matter  of  lighting  your 
brewery  with  electric  lights  and  operating 
your  machines  with  electric  motors. 

You  are  undoubtedly  familiar  with  the 
great  economy  of  electric  power  transmis- 
sion as  compared  with  driving  with  shafting 
and  belts.  A  great  amount  of  power  is  lost 
in  the  long  lines  of  shafting  and  belts  and 


LETTERS  OF  PROMOTION  AND  EXPANSION  61 

heavy  gearings.  This  is  particularly  so  in 
breweries,  where  the  machines  to  be  oper- 
ated are  scattered  on  different  floors  and 
widely  separated.  Our  experience  seems  to 
prove  that  there  is  no  other  line  of  manu- 
facture as  well  adapted  for  electric  trans- 
mission of  power,  or  where  it  can  be  ap- 
plied with  such  great  economy  as  in  a 
brewery. 

We  would  be  glad  to  send  a  competent  en- 
gineer to  go  over  your  plans  or  plant  and 
suggest  the  best  methods  of  equipping  elec- 
trically. Our  motor  is  peculiarly  adapted 
for  brewery  work,  as  it  can  be  either  belted, 
geared  or  direct  connected  to  a  machine  and 
operated  on  the  floor,  against  a  side  wall, 
or  inverted  to  the  ceiling. 

Awaiting  a  reply  at  your  early  conven- 
ience and  thanking  you  in  advance  for  your 
courtesy  in  the  matter,  we  are, 
Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


Form  Letter  No.  14 — Flour  and  Grist  Mills: 

Gentlemen : 

We  understand  that  you  contemplate 
building  a  new  mill  and  wish  to  ask  if  we 
may  not  have  the  opportunity  of  furnishing 
an  estimate  for  a  generator  for  electric 
lighting.  You  will  find  this  the  cheapest, 
safest  and  most  economical  method  of 
lighting,  and  we  trust  that  if  you  have  not 
already  thought  of  it  that  you  will  now 
seriously  consider  the  matter. 

If  you  will  kindly  give  us  an  idea  of  about 


62  MODERN"   BUSINESS    CORRESPONDENCE 

how  many  lights  (16  c.p.  each)  you  would 
need  we  will  promptly  furnish  an  estimate 
for  the  proper  size  generator. 

If  desired,  we  can  also  furnish  a  small 
engine  similar  to  the  one  illustrated  on  page 
eight  of  Bulletin  No.  27,  which  we  are  send- 
ing you,  under  separate  cover.  This  makes 
a  very  neat  compact  combination  and  re- 
quires very  little  steam.  However,  the  gen- 
erator can  be  belted  to  a  drive  wheel  in  your 
engine  room  and  the  current  for  lighting 
generated  for  practically  nothing. 

Thanking  you  for  your  courtesy  in  the 
matter  and  awaiting  an  early  reply,  we  are, 
Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


Form  Letter  No.  15 — Ice  Plants: 

Gentlemen : 

We  understand  that  you  contemplate  the 
erection  of  an  Ice  Plant  and  wish  to  ask  if 
we  may  not  have  the  opportunity  of  submit- 
ting estimates  for  whatever  electrical  ma- 
chinery you  will  need. 

We  have  equipped  a  number  of  Ice  Plants 
with  motors  for  driving  air  compressors, 
brine  and  ammonia  pumps,  etc.  If  you  pro- 
pose to  install  lighting  machinery  also  we 
will  be  glad  to  furnish  estimates  for  the  nec- 
essary generators,  either  for  direct  connec- 
tion or  belted  drive. 

We  recently  secured  the  contract  for  the 

entire  equipment  of and 

also  for  the  generator  at  

We  believe  that  we  can  furnish  you  the  most 


LETTERS   OF   PROMOTION    AND   EXPANSION  63 

economical  and  satisfactory  machinery  it  is 
possible  to  buy  anywhere. 

Under  separate  cover  we  are  sending  a 
copy  of  Bulletin  No.   . . .  and  will  be  glad   - 
to  have  you  examine  it. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 

Form  No.  16— Oil  Mills: 

Gentlemen : 

We  understand  that  you  contemplate  the 
erection  of  an  oil  mill  and  wish  to  ask  if 
we  may  not  have  the  opportunity  of  sub- 
mitting estimates  for  lighting  the  mill  by 
electricity  and  operating  the  gins,  presses, 
cake  mills  and  pumps  by  electric  motors. 

You  will  find  that  an  electrically  operated 
mill  is  by  far  the  most  economical,  con- 
venient and  in  every  way  the  safest.  It  is 
far  in  advance  of  the  old  methods  of  trans- 
mitting power  by  belts  and  shafting. 

If  you  will  kindly  advise  us  as  to  the  num- 
ber of  machines  which  you  will  want  to  op- 
erate and  the  total  horse  power  required, 
we  can  give  you  a  pretty  close  estimate  for 
the  necessary  electrical  equipment. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


64  MODERN   BUSINESS    CORRESPONDENCE 

Form  Letter  No.  17— Textile  Mills: 

G  entlenien : 

We  understand  that  you  are  interested 
in  the  erection  of  a  new  cotton  mill,  and  we 
wish  to  ask  if  we  may  not  have  the  oppor- 
tunity of  submitting  estimates  for  lighting 
it  by  electricity  and  operating  the  various 
machines  with  electric  motors.  You  will 
find  that  electrical  operation  is  by  far  the 
most  economical,  satisfactory  and  safest 
method,  and  far  ahead  of  the  usual  man- 
ner of  transmitting  power  by  belts  and 
shafting. 

If  you  will  kindly  advise  us  as  to  the 
probable  horse  power  required,  we  can  give 
you  an  estimate  for  a  generator  of  sufficient 
capacity  for  furnishing  the  required  cur- 
rent. You  will,  of  course,  get  your  lights 
from  the  same  machine  without  additional 
expense. 

Obviously,  it  would  be  much  cheaper  for 
you  to  run  the  small  wires  required  for  car- 
rying the  current  instead  of  heavy  shafting 
and  hangers,  and  it  will  not  be  necessary 
for  the  building  to  be  nearly  as  heavy  in 
construction.  Owing  to  this  fact  it  is  often 
possible  to  effect  a  large  saving  in  the  prime 
cost  of  buildings. 

If  it  would  be  of  service  we  would  be  glad 
to  have  one  of  our  engineers  consult  with 
you.  Trusting  that  we  have  an  early  reply 
and  thanking  you  for  your  courtesy  in  the 
matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


LETTEES   OF   PROMOTION    AND   EXPANSION  65 

Form  Letter  No.  18 — Lumber  Mills: 

Gentlemen : 

We  wish  to  ask  if  we  may  not  have  an  op- 
portunity of  submitting  an  estimate  for  a 
dynamo  for  lighting  your  new  mill. 

Under  separate  cover  we  are  sending  you 
a  copy  of  our  Bulletin  No.  ...  On  page  . . . , 
Figure  . . . ,  you  will  find  an  illustration  of 
a  neat,  compact  generator  outfit  combined 
with  an  engine,  all  on  the  same  base.  This 
occupies  very  little  space  and  requires  very 
little  steam  for  running. 

It  might  be  that  you  would  consider  a 
proposition  for  putting  in  a  generator  of 
sufficient  size  to  also  furnish  current  for 
motors  to  drive  the  various  machines.  You 
would  find  this  a  much  more  economical  and 
satisfactory  method  of  transmitting  power 
than  by  the  usual  method  of  long  lines  of 
heavy  shafting  and  cumbersome  belts  and 
pulleys.  The  electric  method  is  certainly 
the  cleanest  and  safest  for  the  operation  of 
wood-working  machinery. 

We  will  be  pleased  to  give  you  any  infor- 
mation wanted  and  will  submit  estimates 
promptly  on  receipt  of  your  reply.  Thank- 
ing you  for  your  courtesy  in  the  matter, 
we  are, 

Sincerely  yours, 

ELLISON  ELECTKIC  Co. 

Form  Letter  No.  19 — Cold  Storage  Plants: 

Gentlemen : 

We  wish  to  ask  if  we  can  not  have  the  opr 
portunity  of  submitting  estimates  for  light- 


66  MODERN    BUSINESS    CORRESPONDENCE 

ing  and  power  machinery  for  your  cold  stor- 
age plant. 

You  of  course  understand  that  a  majority 
of  the  cold  storage  plants  now  being  built 
are  electrically  equipped,  this  in  fact  being 
the  only  satisfactory  method  of  securing 
even  temperature  and  dry  atmosphere. 

We  are  prepared  to  furnish  exhaust  and 
ventilating  fans  direct  connected  with  elec- 
tric motors.  Also  motors  for  belt,  gear  or 
direct  connection  to  brine  and  ammonia 
pumps  and  air  compressors.  On  account  of 
the  symmetrical  design  and  compact  build 
of  our  motors  they  are  particularly  adapted 
for  this  class  of  work. 

If  it  will  be  of  service  we  will  be  glad  to 
have  one  of  our  engineers  visit  you  and  talk 
the  matter  over. 

Awaiting  your  reply  with  interest  and 
thanking  you  in  advance  for  your  courtesy 
in  the  matter,  we  are, 

Sincerely  yours, 

ELLISON  ELECTRIC  Co. 


LETTERS  TO  SALESMEN. 

It  must  not  be  forgotten  that  the  traveling  sales- 
men employed  by  a  house  are  very  susceptible  to  a 
strong  stimulative  influence  through  letters  from 
the  home  office.  These  letters  from  the  sales  man- 
ager should  cover  the  whole  field  of  instruction,  coun- 
sel and  encouragement.  A  critical  study  of  the  per- 
sonality of  each  salesman  and  of  the  work  he  is 


LETTEES   OF   PKOMOTION   AND   EXPANSION  67 

doing  will  reveal  to  the  competent  manager  just  how 
each  individual  may  best  be  directed  to  get  the 
largest  results.  Certain  rules,  regulations  and  stock 
information  will  apply  to  all  and  may  be  sent  out  in 
the  usual  mimeograph  form.  But,  aside  from  this, 
there  is  great  opportunity  to  develop  special  effort 
and  enthusiasm  on  the  part  of  the  individual  sales- 
man and  to  make  him  feel  that  he  is  not  simply  a 
little  cog  in  a  great  machine,  but  a  most  important 
individual  in  the  staff  of  the  house,  and  that  the 
management  is  looking  to  him  in  particular  for 
profitable  results. 

The  following  letters  exhibit  a  few  of  the  many 
phases  of  correspondence  which  may  be  directed  to 
salesmen. 

Letter  to  Salesman  (1): 

Dear  Mr.  Blank: 

I  have  just  been  handed  a  report  showing 
the  amount  of  sales  of  each  of  our  men 
during 

I  want  to  take  the  opportunity  personally 
to  thank  you  for  the  good  work  that  you  are 
doing,  and  to  assure  you  that  we  fully  ap- 
preciate the  effort  that  you  are  making  to 
extend  our  trade  in  your  territory. 

Do  not  fail  to  see  me  when  you  come  in. 
I  will  be  pleased  to  have  you  take  dinner 


68  MODERN    BUSINESS    CORRESPONDENCE 

with  me  at  the  Club,  if  it  suits  your  con- 
venience. Sincerely  yours, 

H.  A.  HANSON, 
Sales  Manager. 

Letter  to  Salesman  (2): 

Dear  Mr.  Blank: 

The  reports  of  sales  for  the  month  of 

have  just  been  handed  to  me. 

Your  totals  do  not  come  up  to  your  usual 
good  average.  It  occurred  to  me  that  there 
might  be  some  reason  for  it  that  I  am  not 
fully  acquainted  with.  I  wish  you  would 
write  me  frankly  at  your  earliest  conven- 
ience and  let  me  know  your  view  of  the  sit- 
uation. 

I  know  that  competition  has  been  partic- 
ularly keen  for  the  past  two  months,  but  I 
was  under  the  impression  that  we  were 
fairly  meeting  it.  If  we  are  making  any 
mistakes,  the  sooner  we  find  out  just  what 
the  trouble  is  the  sooner  we  can  meet  it  and 
keep  up  our  averages. 

Do  not  hesitate  to  write  me  fully,  and 
when  you  are  next  in  please  be  sure  to  see 
me.  I  will  be  glad  to  have  you  dine  with 
me  then  at  the  Club. 

Sincerely  yours, 

H.  A.  HANSON, 
Sales  Manager. 

Letter  to  Salesman  (3): 

Dear  Sir: 

We  enclose  you  a  list  of  customers  in  your 
territory  to  whom  we  have  repeatedly  writ- 


LETTERS   OF   PROMOTION   AND   EXPANSION  69 

ten  in  regard  to 

As  yet  we  have  received  no  reply.  We  have 
recently  written  them  that  we  would  ask 
you  to  call  as  soon  as  possible  and  have  a 
talk  with  them  regarding  the  matter,  and 
give  them  such  information  as  we  could  not 
very  well  do  by  correspondence. 

Please  do  all  you  can;  put  in  your  best 
work,  as  this  is  the  season  of  the  year  when 
orders  are  difficult  enough  to  obtain  in  any 
case  and  when  it  will  need  our  united  and 
best  efforts  to  secure  business.  I  would 
appreciate  a  detailed  report  from  you  cov- 
ering the  result  of  interviews  with  the  cus- 
tomers on  your  list. 

Sincerely  yours, 

H.  A.  HANSON, 
Sales  Manager. 

Letter  to  Salesman  (4)  : 

Dear  Sir : 

I  would  like  to  have  our  salesmen  secure 
during  the  next  sixty  days  as  large  a  num- 
ber of  orders  for as  pos- 
sible. Several  companies  seem  to  be  cut- 
ting their  prices,  and  while  we  will  not 
lower  our  regular  price  to  meet  them,  we 
do  not  wish  to  have  our  trade  drop  off,  and 
have  decided  to  leave  the  matter  of  price 
to  some  extent  to  the  discretion  of  our  sales- 
men. 

The  present  price  to  us  is  38  cents,  and, 
if  we  can  increase  the  business  sufficiently, 
our  cost  after  the  first  of  next  month  will 
not  be  over  36  cents.  Where  salesmen  can- 
not get  our  regular  price  they  may  cut  to 


70  MODERN    BUSINESS    CORRESPONDENCE 

as  low  as  42  cents,  or,  in  lots  of  from  three 
to  five  thousand,  can  sell  down  as  low  as 
40  cents. 

However,  if  I  find  that  salesmen,  in  con- 
sequence of  leaving  this  matter  to  their 
judgment,  seem  unable  to  get  more  than  the 
lowest  authorized  price,  I  shall  feel  that 
I  have  made  a  mistake,  and  will  go  back 
to  the  old  plan  of  making  a  fixed  price, 
which  must  be  adhered  to  absolutely.  Sales- 
men should  also  bear  in  mind  that  as 
they  lower  their  prices  they  hurt  their  rec- 
ord, and  to  make  up  the  average  they  must 
sell  a  much  larger  quantity. 

If  I  find  that  leaving  the  matter  of  prices, 
to  some  extent,  to  the  discretion  of  sales- 
men works  satisfactorily  in  this  case  I  may 
be  induced  to  try  the  experiment  in  other 
lines. 

Sincerely  yours, 

H.  A.  HANSON, 
Sales  Manager. 


NEVER  KNEW  WHEN  HE  WAS  WHIPPED. 

Nothing  can  more  effectually  illustrate  the  re- 
wards that  come  from  care  and  skill  in  promotion 
and  expansion  correspondence  than  an  incident 
drawn  from  the  actual  experiences  of  a  successful 
advertising  manager. 

A  manufacturer  of  machinery  was  circularizing  a 
selected  list  of  possible  patrons.  These  series  of 


LETTERS   OF   PROMOTION   AND   EXPANSION  71 

circulars  and  follow-up  letters  were  being  issued 
from  the  Advertising  Department.  The  advertis- 
ing manager  made  it  a  rule  to  follow  the  results 
very  closely,  and  in  many  instances  to  conduct  the 
entire  correspondence  until  the  order  was  received. 

An  inquiry  was  received  from  a  manufacturer 
about  two  thousand  miles  distant.  He  lived  on  the 
"edge  of  civilization, "  and  seemed  to  have  plenty 
of  time  on  his  hands,  as  he  wrote  eight  and  ten  page 
letters.  The  Advertising  Manager  replied  to  him, 
giving  all  the  information  possible,  and  putting  as 
much  personality  and  cordiality  into  his  reply  as 
possible,  recognizing  that  if  the  deal  was  closed  at 
all  it  must  be  by  correspondence.  Taking  his  cue 
from  the  inquirer,  he  wrote  more  fully  than  pos- 
sibly would  have  been  necessary  or  desirable  under 
ordinary  circumstances. 

The  question  of  delivery  was  raised.  The  pur- 
chaser insisted  that  delivery  be  promised  "in  thirty 
days."  This  was  impossible,  and  no  delivery  sooner 
than  three  or  four  months  could  honestly  be  prom- 
ised. Two  or  three  letters  were  exchanged  on  this 
point.  It  would  have  been  possible  to  have  booked 
the  order  on  a  promise  of  short  delivery,  and  then 


72  MODERN   BUSINESS   CORRESPONDENCE 

to  have  delayed  delivery  on  various  excuses.  How- 
ever, he  was  told  the  exact  truth  about  deliveries 
and  assured  that  every  possible  effort  would  be 
made  to  keep  within  that  limit,  and  to  make  a  better 
delivery  if  possible.  Two  or  three  telegrams  were 
also  exchanged,  but  no  change  was  made  in  the  prom- 
ise of  delivery.  A  letter  was  then  received  from 
the  inquirer,  stating  that  he  regretted  very  much 
that  he  woold  not  be  able  to  place  the  order  because 
of  the  time  emergency,  and  that  he  reluctantly  gave 
it  to  another  firm  that  had  the  machines  in  stock 
and  could  make  immediate  delivery. 

Eight  here  is  where  the  genius  of  the  Advertising 
Manager  showed  itself.  Nine  out  of  ten  corre- 
spondence clerks  would  have  dropped  the  matter 
and  probably  would  not  have  acknowledged  the  let- 
ter. But  this  young  man  never  knew  when  he  was 
licked.  He  immediately  replied  with  a  polite  letter 
of  regret,  adding  that  in  the  event  his  correspondent 
found  that  he  would  need  some  additional  machines 
after  the  installation  was  made,  he  would  be  very 
much  pleased  to  have  the  opportunity  of  selling  them 
to  him,  feeling  very  certain  that  the  machines  of 


LETTEKS   OF   PROMOTION   AND   EXPANSION  73 

his  company  would  compare  most  favorably  with 
those  of  the  successful  competitor. 

Within  forty-eight  hours,  he  was  surprised  to  re- 
ceive a  telegram  to  enter  the  entire  order  and  pro- 
ceed with  the  work  immediately.  A  long  letter  fol- 
lowed with  the  explanation  that,  after  placing  his 
order  with  the  other  company,  he  was  dissatisfied 
with  their  method  of  handling  the  correspondence 
and  that  the  last  letter  from  the  persistent  Adver- 
tising Manager  prompted  him  to  cancel  the  order 
with  the  other  company  notwithstanding  the  differ- 
ence in  the  time  of  promised  delivery. 

There  is  a  little  sequel  to  this  incident  which  is 
well  worth  the  telling.  The  machinery  was  shipped 
in  due  time,  and  a  little  before  the  promised  date 
of  delivery.  It  had  just  been  fairly  installed  and 
put  in  running  order  when  the  plant  was  destroyed 
by  fire.  This  was  a  severe  blow  to  the  owner,  who 
was  a  man  more  than  sixty  years  old.  Through 
some  oversight,  he  had  not  carried  quite  as  much 
insurance  as  he  should  have  done.  This  new  plant 
was  the  culmination  of  a  life-long  ambition  in  the 
line  of  his  work,  and  to  have  it  wiped  out  in  this 
manner  was  heart-breaking  to  him.  He  wrote  a  long 


74  MODERN    BUSINESS    CORRESPONDENCE 

letter  to  the  Advertising  Manager  expressing  his 
feelings  in  the  matter  in  a  friendly  way,  and  said 
he  greatly  hesitated  about  rebuilding.  He  received 
in  reply  a  letter  of  sympathy  and  encouragement, 
in  which  he  was  advised  not  to  lose  heart,  and  was 
cheerfully  assured  that  he  would  yet  live  to  build 
a  half-dozen  such  plants.  A  telegram  came  back 
giving  carte  blanche  to  duplicate  the  outfit  of  ma- 
chinery. Later  a  most  cordial  invitation  was  also 
sent  to  the  Advertising  Manager  to  spend  his  sum- 
mer vacation  with  the  purchaser.  These  two  men 
never  saw  each  other,  never  heard  of  each  other 
before  the  first  simple  inquiry  was  received,  and  the 
history  of  the  little  transaction  is  given  simply  to 
show  the  possibility  of  building  strong  business 
friendships  by  letter  and  without  personal  acquaint- 
anceship. 


ABOUT  SELLING  LETTERS  75 


ABOUT  SELLING  LETTEES. 
BY  FRANKLIN  HOBBS. 

Operated  properly  the  advertising  letter  can  ef- 
fect an  enormous  saving  in  selling  cost.  The  writer 
has  in  mind  a  firm  which  circularized  between  nine 
and  ten  hundred  railroad  officials  and  received  re- 
plies from  four  or  five  hundred.  Not  all  of  those 
who  replied  wanted  to  buy,  of  course,  but  they  kept 
hammering, — kept  sending  educational  letters  to 
these  men — with  result  that  they  had,  in  one  year, 
opportunities  to  bid  on  something  like  thirty  porta- 
ble timber-preserving  plants  at  good  prices. 

Through  advertising  and  circularizing  a  tank  com- 
pany may  learn  that  the  Erie  Eailroad  is  in  the 
market  for  a  number  of  steel  tanks  along  the  line, 
after  which  the  salesman,  instead  of  wasting  his 
energy  and  substance  in  firing  at  random,  has  both 
to  concentrate  upon  the  point  where  they  will  ac- 
complish something. 

In  circularizing  railroads  and  large  corporations, 
the  manager  and  all  the  lesser  officials  who  may 


76  MODERN   BUSINESS    CORRESPONDENCE 

have  anything  to  do  with  the  matter  should  be 
reached.  An  argument  in  favor  of  a  certain  system 
of  shop-heating  which  would  interest  the  Superin- 
tendent of  Motive  Power  of  a  railroad  may  not  be 
the  argument  which  will  most  interest  the  Chief 
Engineer.  A  slightly  different  letter  should  be 
given  each  official.  The  President  needs  a  certain 
improvement  for  certain  reasons,  and  the  Superin- 
tendent of  Motive  Power  does  not  want  it  for  cer- 
tain reasons.  And  then,  again,  there  is  often  a  good 
deal  of  jealousy  among  the  officials  of  a  railroad. 
Such  matters  are  not  too  fine  for  the  eye  of  the  prac- 
ticed advertising  man. 

Here  are  three  letters  on  tie-treating — an  opera- 
tion which  had  been  almost  prohibitive  on  account 
of  cost  of  transportation  of  the  ties  to  and  from  a 
plant,  and  which  had  been  brought  into  bounds  by 
this  firm's  portable  plant.  There  were  four  sets  of 
letters,  one  series  for  the  General  Manager,  one  for 
the  Chief  Engineer,  one  for  the  Supervisor  of 
Bridges  and  Buildings,  and  one  for  the  Engineer 
of  Maintenance  of  Way.  The  following  are  the  first 
letters  of  each  series : 


ABOUT   SELLING   LETTERS  77 

First  Letter  Sent  to  the  General  Manager: 
Dear  Sir: — 

For  the  past  several  weeks  I  have  been 
withholding  some  very  interesting  and  im- 
portant data  on  the  subject  of  treating  ties 
and  piles  to  preserve  them  from  decay, 
rather  expecting  that  some  special  business 
would  get  me  out  your  way  and  give  me  an 
opportunity  of  presenting  this  timely  topic 
to  you  in  person. 

As  this  now  seems  improbable,  I  will  be 
glad  to  forward  this  data  to  you,  on  re- 
quest, and  I  believe  you  will  find  it  espe- 
cially interesting,  in  view  of  the  fact  that 
the  main  obstacle  to  the  treatment  of  ties 
and  piles — the  excessive  cost  of  shipping 
from  supply  points  to  treating  plant  and 
thence  to  points  of  delivery — has  been  re- 
moved. 

As  the  mere  cost  of  treatment  is  greatly 
less  than  the  cost  of  replacing  untreated, 
decayed  timbers,  the  use  of  a  Portable 
Wood  Preserving  Plant  on  your  line  would 
necessarily  result  in  a  saving  of  thousands 
of  dollars  annually,  which  could  be  paid  out 
to  your  stockholders  in  dividends. 

It  seems  to  me  that  this  matter  is  impor- 
tant enough  to  warrant  your  taking  a  per- 
sonal interest  in  it,  and  when  you  are 
ready,  it  will  be  my  pleasure  to  arrange  for 
an  interview  with  you,  or  another  official 
of  the  road  who  would  represent  you,  when 
I  can  present  the  matter  more  fully  and 
with  special  application  to  the  conditions 
existing  on  your  lines. 


78  MODERN    BUSINESS    CORRESPONDENCE 

Awaiting  your  permission  to  f orward  the 
illustrated  data  above  mentioned,  I  am, 
Very  truly  yours, 

Letter  Sent  First  to  the  Chief  Engineers: 

Dear  Sir:— 

I  assume  that  you,  in  your  position,  are 
necessarily  a  close  observer  of  railway  de- 
velopments and  you  probably  have  read  in 
some  of  the  engineering  journals  of  the 
manner  in  which  the  treatment  of  ties  and 
piles  to  preserve  them  from  decay  has  been 
made  practical  on  the  Union  Pacific  Lines. 

As  you  know,  the  main  obstacle  here- 
tofore has  been,  not  the  cost  of  treatment, 
but  the  excessive  cost  of  transporting  tim- 
bers by  rail  from  supply  points  to  the  treat- 
ing plant  and  thence  to  points  of  delivery. 
We  have  removed  this  one  last  obstacle  by 
the  perfection  of  Portable  Wood  Preserv- 
ing Plant,  which  is  mounted  on  its  own 
trucks  and  quickly  and  conveniently  trans- 
ported by  rail  from  point  to  point. 

As  the  cost  of  treatment  by  means  of  the 
Portable  Plant  is  greatly  less  than  the  cost 
of  replacing  untreated,  decayed  timbers, 
there  seems  to  be  nothing  in  the  way  of 
your  treating  all  timbers  used  on  the  line, 
which  would  enable  you  to  make  a  great 
reduction  in  the  cost  of  maintenance  and 
result  in  a  saving  of  thousands  of  dollars 
annually. 

It  seems  to  me  that  this  matter  is  impor- 
tant enov.^h  to  warrant  your  giving  it  im- 
mediatj  consideration.  I  am  now  prepar- 
ing some  very  interesting  and  important 


ABOUT  SELLING  LETTERS  79 

data  on  the  subject  of  treating  timbers,  in- 
cluding a  number  of  illustrations  showing- 
operation  of  the  Portable  Plant,  and  I  will 
be  glad  to  send  you  these,  if  desired.  I  have 
withheld  this  data  for  several  weeks,  hop- 
ing that  I  might  find  an  opportunity  of  pre- 
senting it  to  you  and  other  officials  of  your 
road  in  person;  but  as  this  now  seems  im- 
probable, I  await  your  permission  to  for- 
ward same  to  you  direct. 

Very  truly  yours, 

Letter  Sent  to  Engineer  of  Maintenance  of  Way: 

Dear  Sir: — 

I  have  prepared  some  very  interesting 
and  important  data  on  what  is,  perhaps, 
the  maintenance  problem  of  the  hour — the 
treatment  of  ties  and  piles  to  preserve  them 
from  decay,  and  would  have  taken  the  mat- 
ter up  with  you  before,  but  for  the  fact  that 
I  had  hoped  to  have  an  opportunity  of  pre- 
senting it  to  you  in  person. 

As  the  pressure  of  other  matters  now 
makes  this  seem  unlikely,  I  will  be  glad  to 
forward  this  data  to  you  at  your  request, 
to  look  over  at  your  leisure. 

The  main  obstacle  to  the  treatment  of  ties 
and  piles — the  excessive  cost  of  shipping 
from  supply  points  to  the  treating  plant, 
and  thence  to  points  of  delivery,  has  been 
removed  by  the  perfection  of  a  Portable 
Wood  Preserving  Plant,  and  you  have  no 
doubt  seen  accounts  of  its  successful  oper- 
ation in  the  pages  of  the  engineering  jour- 
nals. 

The  reduction  in  the  cost  of  maintenance 


80  MODERN    BUSINESS    CORRESPONDENCE 

made  possible  by  the  treatment  of  timbers 
with  the  use  of  the  Portable  Plant,  it  seems 
to  me,  must  instantly  arouse  a  man  in  your 
position,  and  I  will  be  glad  to  let  you  have 
the  data  above  referred  to,  which  includes 
some  excellent  photographic  illustrations 
of  the  plant  in  operation. 

I  shall  personally  appreciate  the  courtesy 
of  an  early  reply,  and  awaiting  same,  I  am, 
Very  truly  yours, 

Letter    Sent  to  Superintendent  of   Bridges  and 
Buildings  : 

Dear  Sir: — 

I  have  prepared  some  exceedingly  inter- 
esting and  valuable  data  on  the  important 
subject  of  treating  ties,  piles,  bridge  and 
other  timbers  to  preserve  them  from  decay, 
a  topic  which  has  been  exciting  considera- 
ble discussion  among  railway  officials;  and, 
with  your  permission,  I  will  send  you  this 
information,  although  I  am  somewhat  dis- 
appointed at  not  being  able,  on  account  of 
the  pressure  of  other  business,  to  lay  the 
matter  before  you  personally,  as  I  had  an- 
ticipated. 

It  has  long  been  recognized  that  the  cost 
of  treatment  is  greatly  less  than  the  cost  of 
replacing  untreated,  decayed  timbers,  but 
the  obstacle  has  been  the  excessive  cost  of 
transporting  timbers  from  supply  points  to 
treating  plant,  and  thence  to  points  of  de- 
livery. This  last  obstacle  has  now  been  re- 
moved by  the  perfection  of  a  Portable 
Wood  Preserving  Plant  which  is  in  sue- 


ABOUT  SELLING  LETTEES  81 

cessful  operation  on  several  lines,  including 
the  Southern  Pacific. 

In  the  treatment  of  timbers,  we  are  far 
behind  the  roads  of  Europe,  and  as  it  is 
fast  becoming  the  big  maintenance  problem 
of  the  hour  in  this  country,  you  will  want 
to  be  thoroughly  posted.  'The  data  above 
mentioned  will  include  a  number  of  excel- 
lent photographic  illustrations  of  the  port- 
ably  plant  in  operation.  Awaiting  your 
reply,  I  am, 

Very  truly  yours, 


An  instance  comes  to  mind  of  circularizing  a  rail- 
road on  the  subject  of  transfer  tables  with  result 
that  eight  of  the  tables  were  ordered.  In  this  in- 
stance each  official  had  a  line  of  argument — a  dif- 
ferent letter  from  us ;  and  when  the  President  asked 
one  or  two  minor  officials  their  opinion  each  had 
an  opinion  of  his  own.  They  had  been  informed 
about  it  by  us,  and  were,  therefore,  not  quite  as  un- 
informed as  they  would  have  been  if  the  President 
only  had  been  written  to;  and  they  were  ready  to 
boost  our  game  because  we  had  not  gone  over  their 
heads. 

The  great  army  of  advertisers,  in  circularizing 
this  railroad,  would  have  written  only  to  the  Pur- 
chasing Agent.  If  they  had  sent  letters  to  any  other 


MODERN    BUSINESS    CORRESPONDENCE 

official  they  would  have  sent  him  the  same  letter 
they  had  sent  the  Purchasing  Agent.  It  takes  a  long 
argument  to  convince  some  people  that  this  is  wrong, 
as  the  foregoing  instance  will  show.  A  letter,  to 
do  the  most  good,  must  have  a  personal  tinge  which 
cannot,  in  the  same  letter,  appeal  to  the  President 
of  a  company  and  his  Purchasing  Agent. 

But  when  we  sent  out  the  letter  that  was  replied 
to  so  freely  by  railroad  officials,  we  sent  a  letter  that 
was  not  accepted  as  a  circular  letter.  It  was  a  real 
imitation  of  a  personal  letter.  People  will  say:  "Oh, 
well;  I  can  tell  a  circular  letter  as  soon  as  I  see  it." 
But  if  the  work  is  properly  done  they  cannot  tell 
the  difference.  It  is  absolutely  possible  nowadays 
to  get  out  letters  that  nobody  can  detect  as  circu- 
lars ;  that  is  the  proper  function  of  a  circular  letter 
— to  take  the  place  of  an  original.  The  first  thing 
about  an  advertising  letter  is  that  its  appearance 
must  be  equal  to  or  superior  to  that  of  any  personal 
letter  which  might  be  written  the  same  man  on  the 
same  subject.  The  trouble  with  too  many  circular 
letters  is  that  they  are  nicely  gotten  out  and  then 
spoiled  in  the  addressing  or  filling.  If  this  is  done 


ABOUT   SELLING   LETTERS  83 

the  effect  is  all  lost  and,  of  course,  they  can  be  de- 
tected at  first  glance. 

In  framing  up  an  advertising  letter  to  go  to  peo- 
ple generally  throughout  the  country,  it  is  neces- 
sary to  classify  these  people  and  divide  them  up, 
as  we  classify  the  officials  of  this  railroad.  In  writ- 
ing letters  to  lawyers,  for  instance,  to  sell  books  to 
them,  the  writer  of  the  letter  should  consider  the 
difference  between  even  a  brilliant  lawyer  in  a  small 
town  in  the  West  and  the  same  caliber  of  man  in  the 
large  city  of  the  East — where  the  line  of  work  might 
be  vastly  different. 

To  write  effective  letters  for  circular  purposes 
pains  must  be  taken.  Never  sit  down  in  your  office 
on  the  spur  of  the  moment  and  draft  up  a  quick 
letter  to  be  sent  to  all  sorts  and  conditions  of  men, 
as  some  advertisers  apparently  do,  without  having 
at  hand  something  worth  saying.  Line  up  some  of 
the  inside  facts  which  the  buyer  or  the  public  are 
not  acquainted  with,  and  when  you  reach  the  cus- 
tomer, reach  him  with  some  new  thought  or  idea 
which  is  of  interest  to  him.  Instead  of  indefinite 
and  random  remarks  like:  "We  would  like  to  have 
your  orders,"  and  "We  will  give  your  orders  the 


84  MODERN   BUSINESS    CORRESPONDENCE 

best  of  attention, "  and  talk  about  "  Business  meth- 
ods and  high  grade  goods  which  will  appeal  to  you" 
— there  is  always  something  to  be  said  in  every  line 
of  business  which  will  directly  hit  the  man  in  his 
weak  spot — which  is  generally  a  desire  for  more  in- 
formation about  his  own  business. 

Some  of  the  things  that  should  be  avoided  and 
some  of  the  things  that  should  be  insisted  upon  and 
always  done,  are  these :  Never  to  brand  a  letter  in 
first  sentence  or  first  paragraph  as  being  a  form  of 
advertising  letter.  Never  open  a  letter  with  a  quo- 
tation or  catch  phrase,  or  some  platitude  that  will 
make  a  man  think  of  some  happening  in  his  life  or 
some  book  he  has  read.  This  is  not  to  the  point  in 
a  business  letter.  Try  to  open  a  letter  with  some- 
thing distinctly  personal  along  suggestive  lines. 

A  man's  attention  must  first  be  gotten,  but  it  must 
be  gotten  in  the  right  way.  A  man  might  go  out  in 
the  street  and  stand  on  his  head  to  attract  attention, 
but  he  would  hardly  increase  his  sales  by  it.  But  if 
he  can  get  attention  directed  towards  his  office — if 
he  can  awaken  the  attention  of  business  men  to  what 
he  is  saying  in  his  letter,  his  sale  is  half  made. 

One  of  the  most  important  points  to  be  observed 


ABOUT   SELLING   LETTERS  85 

in  the  writing  of  circular  letters  is  that  there  must 
be  a  personal  touch  effected  which  will  give  to  the 
reader  some  information  that  he  wants — to  say  to 
a  man  something  that  he  wants  to  hear.  And  the 
tone  of  the  letter  must  be  just  the  same  as  with  the 
personal  letter.  A  good  way  to  arrive  at  that  is  to 
sit  down  and  dictate  a  letter  with  some  certain  man 
in  mind  representative  of  a  class.  Then  dictate  an- 
other letter  to  a  different  man  in  the  same  class 
in  another  locality — possibly  three  or  more.  Then 
take  them  all  and  resolve  them  into  a  single  letter 
which  will  meet  the  ideas  of  each  and  make  him  feel 
that  you  are  writing  to  him  and  not  at  him. 

The  form  letter  is  usually  a  sort  of  impersonal 
appeal,  which  always  makes  a  man  feel  that  he  is 
only  one  of  ten  thousand  to  get  the  letter.  Even 
though  he  is  interested,  he  does  not  like  to  answer  it 
because  it  seems  to  him  that  he  is  doing  something 
undignified  in  answering  a  circular  letter. 

One  more  point  is  that  the  writer  of  an  advertis- 
ing letter  has  no  right  to  demand  a  reply  to  it.  The 
prospective  customer  is  under  no  obligations  to  re- 
ply until  he  gets  ready.  It  is  a  common  thing  to 
criticize  the  people  written  to,  and  it  should  be 
avoided. 


86  MODERN   BUSINESS   CORRESPONDENCE 


FOEM  LETTERS. 

"Form"  letters  have  become  an  important  part  of 
business  machinery — or  the  machinery  of  corres- 
pondence. Catalogues,  booklets  and  circulars  are 
the  mediums  for  conveying  certain  technical  trade 
facts  and  information,  necessarily  embodying  details 
and  descriptions  that  could  not  be  conveniently 
given- in  a  letter.  But  the  "form"  letter  occupies  a 
distinct  and  unique  position.  It  offers  a  medium  of 
personal,  special  communication  not  afforded  in  any 
other  manner. 

As  an  introductory  for  the  catalogue  and  other 
printed  matter  and  as  a  means  of  soliciting  and  en- 
couraging business  from  numerous  and  widely 
separated  individuals  it  is  unequaled  in  flexibility 
and  efficiency.  When  trade  was  young  and  the  list 
of  the  firm's  customers  limited  it  was  not  an  im- 
possible task  to  write  a  personal  letter  to  each  one. 
But  as  the  domain  of  trade  has  advanced  to  the 
bounds  of  a  great  Empire  and  customers  of  single 
concerns  are  numbered  by  the  thousand,  scattered 


FORM   LETTER*  87 

the  world  over,  some  other  method  of  "personal 
letter  writing"  became  a  necessity,  and — since  "ne- 
cessity is  the  mother  of  invention " — the  multiplied 
"imitation,"  "form"  letter  was  the  result. 

The  first  attempts  at  reproducing  letters  in  any 
desired  quantity  each  having  all  the  ear  marks  of  a 
"personal"  letter  were  not  successful  or  pleasing. 
But  methods  have  been  improved  to  such  an  extent 
that  to-day  they  are  turned  out  in  thousands  having 
the  individual  names  filled  in,  pen-written-signatures 
— all  so  cleverly  done,  with  puncuation  marks 
punched  through,  that  the  expert  would  be  puzzled  to 
distinguish  between  the  19th  thousand  one  and  the 
original  type-written  copy.  So  much  for  the  me- 
chanical possibilities. 

Given  this  means  of  endless  multiplication  it  rests 
with  the  correspondent  or  the  Department  of  Promo- 
tion, to  avoid  in  the  wording  and  phraseology  every 
semblance  of  machinery  and  multiplicity.  The  object 
is  to  impress  each  recipient  with  the  idea  that  the 
letter  is  a  direct  and  personal  one  to  him  or  to  his 
concern.  Although  hundreds  of  thousands  of 
duplicated  letters  are  sent  out  daily,  and  although 
customers  are  becoming  wary  of  imitations,  they  yet 


88  MODERN   BUSINESS    CORRESPONDENCE 

offer  to  the  ingenious,  competent  correspondent  a 
means  of  great  success  in  obtaining  and  holding  the 
customer's  attention  and  promoting  and  extending 
the  business  of  his  company. 

''Form"  letters  to  agents  and  branch  offices  are, 
of  course,  simply  a  matter  of  convenience,  and  are 
recognized  as  such.  No  attempt  is  made  to  disguise 
the  fact.  These  internal  form  letters  are  usually 
reproduced  with  some  one  of  the  several  office  du- 
plicating processes.  This  method  of  communicating 
factory  or  office  intelligence  to  a  number  of  agents, 
officers,  salesmen  and  heads  of  departments  is  an 
extremely  efficient  and  time-saving  one.  It  insures 
accuracy  and  uniformity  of  instructions  and  infor- 
mation. 

However,  it  is  in  the  Department  of  Promotion 
and  in  the  "follow-up"  work  that  the  duplicate  or 
"form"  letter  is  of  the  greatest  service.  With  the 
campaign  fully  determined  and  carefully  devised  in 
detail,  the  one  in  charge,  with  the  aid  of  a  few  ex- 
pert typewriters,  can,  at  a  minimum  of  expense,  keep 
a  multitude  of  possible  buyers  constantly  attentive 
and  interested  and  out  of  the  whole  number  win  a 
surprising  percentage  of  profitable  business.  Great 


FORM    LETTERS  89 

care  should  be  used  in  writing  the  initial  or  "copy" 
letter.  No  ingenuity  of  logic  or  subtlety  of  persua- 
sion is  to  be  neglected  in  building  this  letter.  Sen- 
tence by  sentence,  paragraph  by  paragraph,  but 
withal  such  skill  is  to  be  used  that  there  will  be  no 
evidence  of  constructive  work  apparent  in  the 
finished  appeal.  By  this,  it  is  not  meant  that  the 
letter  is  to  have  a  patent  leather  gloss  or  an  Addi- 
sonian  diction  calculated  to  make  it  easily  swallowed 
like  a  sugar-coated  pill.  There  must  be  point  and 
edge  to  it;  tooth  and  nail;  power  to  draw  and  con- 
vince. 

In  rapidly  dictating  answers  to  a  miscellaneous 
grist  of  letters  there  is  not  opportunity  for  the  de- 
gree of  care  in  each  reply  that  could  be  given  in  the 
same  time  to  a  single  letter.  But  with  the  "form" 
letter  even  though  reproduced  by  thousands — each 
copy  should  represent  the  highest  ability  in  letter 
writing  skill. 

In  general  correspondence,  answering  letters  re- 
ceived, the  writer  has  the  work  to  a  large  extent 
predetermined  or  fixed  by  the  nature  of  the  letter 
under  reply.  He  has,  in  a  majority  of  cases,  simply 
to  answer  questions  and  if  he  clothes  his  answers  in 


90  MODERN    BUSINESS   CORRESPONDENCE 

pleasing  dress  of  language,  correctly,  neatly,  polite- 
ly, tersely,  he  has  done  well.  But  there  are  thou- 
sands of  original  letters  to  be  written.  Letters  that 
are  written  to  introduce  a  business  proposition,  and 
that  are,  to  use  a  sporting  phrase,  * '  sparring  for  an 
opening. "  Much  cleverness  of  conception  is  possi- 
ble in  this  branch  of  correspondence.  A  great  deal 
depends  upon  awakening  lively  personal  interest  in 
the  opening  paragraph.  The  more  strongly  this  can 
be  developed,  the  greater  the  possibility  of  securing 
an  interested  audience  for  the  main  body  of  the 
letter. 

Many  devices  may  be,  with  entire  propriety  and 
fairness,  employed  to  gain  initial  attention.  No  mat- 
ter how  busy,  brusque  or  crabbed  the  object  of  the 
epistolary  attack  he  is,  beneath  the  exterior  crust, 
only  human  and  is  to  a  greater  or  less  degree  influ- 
enced by  the  niceties  of  letter  writing;  the  adroit- 
ness of  approach;  the  diplomacy  of  address.  If  he 
take  time  to  analyze  the  letter  he  may  recognize  the 
fiction,  the  diplomacy,  the  subtle  approach ;  and  if  he 
does  it  pleases  him  the  more  to  feel  that  he  is  con- 
sidered worth  the  game. 

As  merely  suggestive  of  the  possibilities  in  the  di- 


FORM   LETTERS  91 

rection  indicated  we  give  a  few  examples  of  opening 
paragraphs : 

Dear  Sir: — 

You  have  no  doubt  read  the  article  in  the 
current  issue  of magazine  re- 
lating to I  was  much  interested 

and  if  the  article  escaped  your  attention  I 
believe  it  worth  your  while  to  look  it  up. 
The  solution  of  the  matter  is  of  vital  inter- 
est to  every  manufacturer  in  our  section  and 
I  would  be  pleased  to  know  your  opinion  of 
the  author's  views. 

Eeverting  to  a  matter  that,  perhaps,  more 
intimately  interests  us,  allow  me  to  ask 


Such  an  introduction  presupposes  a  broadness  of 
interest  and  information  and  the  request  for  his  opin- 
ion is  an  added  compliment  to  his  worth  and  influ- 
ence in  the  premises.  Or  as  follows : 

Dear  Sir: — 

During  a  recent  business  trip  to  New  York 
my  attention  was  directed  to  the  proposed 
extension  or  rebuilding  of  your  plant.  As- 
suming that  the  information  is  entirely  cor- 
rect I  wish  to  congratulate  you  on  the  en- 
larged sphere  and  greater  facility  which  the 
completed  buildings  will  undoubtedly  bring 
to  you. 

If  not  premature  I  would  like  very  much 
to  interest  you  in  the 


92  MODERN   BUSINESS    CORRESPONDENCE 

This  inference  of  wide  publicity — or  general  in- 
terest in  his  doings — cannot  fail  to  stir  a  perhaps 
latent  feeling  of  pride  in  the  importance  of  his  op- 
erations. 

Dear  Sir: — • 

I  met  our  mutual  friend,  Mr 

at  the   club   this   evening   and   was   much 
pleased  to  learn 


Gentlemen : — 

In  looking  over  some  memoranda  I  was 
reminded  that  . 


Most  certainly  no  stereotype  form  can  be  laid  down 
for  introductory  sentences  or  paragraphs.  Every 
occasion  may  call  for  a  diversion  from  any  precon- 
ceived manner  of  address.  The  two  or  three  ex- 
amples above  are  simply  given  to  illustrate  the  idea. 
The  variety  of  style  or  method  of  application  is  only 
limited  by  the  versatility  of  the  correspondent. 

Circular  letters  printed  in  large  quantities  in  imi- 
tation of  typewriting,  with  spaces  left  to  be  filled  in 
with  date  and  address,  are  admitted  to  the  mails  ao 
third  class  matter,  or  two  ounces  for  one  cent,  pro- 
viding they  are  left  unsealed  and  mailed  at  a  post 


FORM    LETTERS  93 

office.  This  is  the  same  rate  that  is  placed  upon 
regular  printing-press  circulars,  but  the  appearance 
of  the  envelope  is  also  that  of  the  regular  circular 
and  will  get  the  same  treatment  at  the  hands  of  a 
recipient.  For  this  reason  many  enterprising  con- 
cerns will  not  take  advantage  of  the  lower  rate  of 
postage,  but  prefer  to  put  a  red  stamp  on  the  en- 
velope instead  of  tell-tale  green  one.  If  the  blanks 
are  filled  in  neatly  on  the  letter  and  the  envelope 
sealed  and  bearing  a  two-cent  stamp,  it  is  almost  cer- 
tain to  be  opened  and  read. 

These  circular  letters  are  generally  printed  in 
black  because  the  ink  can  be  more  closely  matched 
with  a  typewriter  ribbon.  Unless  great  care  is  used 
in  matching  tints  and  shades  and  in  spacing  so  as  to 
deceive  the  eye  of  a  reader  all  the  efforts  at  making 
a  special  appeal  are  lost.  There  are  duplicating 
machines  on  the  market  now  which  enable  one  to 
print  imitation  typewritten  circulars  in  his  own  office 
at  a  rapid  rate  and  do  excellent  work.  One  concern 
known  to  the  writer  prints  these  circulars  in  its  own 
office,  and  puts  them  on  double  letter-heads,  the  three 
extra  pages  of  which  are  covered  with  descriptions 
and  half  tone  reproductions  of  goods  in  stock. 


94  MODERN   BUSINESS    CORRESPONDENCE^ 

There  are  circumstances  in  business  which  require 
that  the  same  thing  shall  be  said  to  a  great  many 
persons  in  much  the  same  way ;  and  even  many  times 
to  the  very  same  person.  This  is  often  the  case  with 
letters  to  debtors  and  letters  soliciting  business.  It 
is  exceedingly  monotonous  to  write  or  dictate  "the 
same  old  song"  over  and  over  a  thousand  times,  and 
yet  the  effect  would  be  sacrificed  if  the  letter  sent 
for  the  purpose  were  plainly  a  press  form  with  name 
and  date  filled  in.  It  is  required  that  the  appearance 
of  each  letter  indicate  that  it  is  a  personal  and  spe- 
cially-written appeal. 

In  such  cases  a  clever  device,  used  by  many  houses, 
is  to  frame  up  a  set  of  letters  covering  the  points 
to  be  expressed.  These  are  written  up  in  duplicate 
and  numbered.  One  of  the  two  sets  is  to  be  kept  in 
the  desk  of  the  stenographer  and  the  other  in  the 
desk  of  the  dictator.  Then  the  dictator  merely  gives 
the  stenographer  a  list  of  names  with  the  number  of 
form  letter  which  he  wishes  to  go  to  each.  The  result 
is  that  a  fresh  ribbon  copy  of  a  nicely  worded  letter 
is  sent  out  and  which  will  appear  to  the  reader  to 
have  been  dictated  for  him  specially. 

This  saves  the  time  of  the  dictator;  it  saves  the 


FORM    LETTERS  95 

time  a  stenographer  would  require  to  transcribe 
shorthand  notes ;  it  can  be  done  by  a  girl  typist  whose 
salary  is  $35  a  month,  as  against  a  stenographer 
who  would  be  paid  $60  or  more  because  of  her  abil- 
ity to  write  shorthand;  and  the  typist  soon  learns 
the  letters  by  heart  so  that  she  can  rattle  them  off 
at  a  surprising  rate,  thus  effecting  an  additional 
saving  of  time. 

There  is  a  great  tendency  among  office  men  to 
fall  into  a  set  phraseology  in  writing  letters.  No 
matter  how  great  their  vocabulary  or  what  the  sub- 
ject may  be,  they  will  confine  themselves  to  a  group 
of  a  dozen  "cut  and  dried "  phrases.  Such  letters 
cannot  be  classed  under  the  head  of  "  personal  ap- 
peals "  which  a  dictated  letter  should  be,  nor  do 
they  come  under  the  head  of  form  letters  which  are 
used  to  save  time  and  labor.  They  are  merely  an 
unhappy  combination  of  both,  possessing  the  bad 
qualities  of  both  and  the  advantages  of  neither. 

Do  not  repeat  the  same  old  forms  of  words  a  hun- 
dred times  to  the  same  person,  even  if  the  subject 
is  precisely  the  same — transmitting  a  monthly  re- 
pOEt,  for  instance.  So  long  as  it  is  a  specially  writ- 
ten letter  let  it  show  some  versatility  on  the  part  of 


96  MODERN   BUSINESS   COKRESPONDENCE 

the  writer.  It  is  better  to  use  a  regular  form  letter 
without  any  effort  to  conceal  the  fact — a  brazen  press 
copy  filled  in  with  a  pen — than  a  dictated  letter  made 
up  of  boiler-plate  phrases. 


COLLECTION   LETTERS  97 


COLLECTION  LETTERS. 

The  department  of  sales  and  the  department  of 
credits  and  collections  should  be  very  intimately  con- 
nected and  should  each  have  full  information  as  to 
the  relationship  between  each  and  the  customer.  The 
efforts  of  the  one  to  make  sales  and  the  watchful- 
ness of  the  other  to  effect  collections  should  be  so 
conducted  that  there  will  be  no  conflict,  no  action  at 
cross-purposes. 

No  matter  how  earnestly  the  salesmen  and  Sales 
Department  may  labor  to  promote  and  build  up 
business,  these  efforts  may  be  badly  handicapped, 
or  indeed  completely  nullified,  by  a  lack  of  diplom- 
acy on  the  part  of  the  Credit  man.  The  difference 
in  the  attitude  of  the  two  departments  is  marked: 
the  efforts  of  the  Sales  Department  may  be  classed 
as  aggressive,  while  the  position  of  the  Credit  De- 
partment is  defensive.  It  sometimes  happens  that 
the  salesman  is  too  anxious  to  swell  his  sales  totals, 
and  in  this  anxiety  he  fails  to  exercise  a  judicious 
degree  of  caution  regarding  the  character  and  stand- 


98  MODERN    BUSINESS   CORRESPONDENCE 

ing  of  the  individuals  or  firms  from  whom  he  so- 
licits business.  There  should  be  a  feeling  of  help- 
ful co-operation  on  the  part  of  the  salesman  toward 
the  Credit  Department.  He  is  in  constant  and  di- 
rect touch  with  the  customer,  and  therefore  has  the 
opportunity  of  observing  many  details  and  condi- 
tions which  would  never,  in  the  ordinary  course  of 
events,  come  to  the  knowledge  of  the  Credit  Depart- 
ment. 

On  the  other  hand,  the  man  of  a  narrow-minded, 
suspicious  and  distrustful  nature  has  no  place  in  the 
Credit  Department.  While  he  may  and  should  pos- 
sess the  trait  of  keen  insight  and  analysis,  and  a 
native  intuition  which  will  enable  him  quickly  to 
penetrate  superficial  conditions  and  disguises,  and 
grasp  the  real  situation,  he  should,  nevertheless, 
be  of  broad  understanding  and  kindly  disposition. 
This  does  not  infer  that  he  may  be  careless  or  ir- 
resolute in  action,  but  all  of  the  saving  character- 
istics mentioned  are  often  embodied  in  one  individ- 
ual, and  when  they  are  so  found  we  have  the  man 
who  is  invaluable  to  his  employer  and  to  the  busi- 
ness. 

The  successful  Credit  man  must  be  a  master  of 


COLLECTION   LETTERS  99 

letter  writing.  The  peculiarity  of  his  duties  con- 
fines him  closely  to  the  office,  and  his  chief  medium 
of  keeping  in  close  touch  with  the  financial  condi- 
tion of  customers  are  the  letters  received  and  writ- 
ten by  his  department.  In  scarcely  any  other 
branch  of  business  work  is  there  so  much  need  of 
discrimination  and  diplomacy  in  letter  writing.  Let- 
ters relative  to  credit  and  to  collections  touch  the  cus- 
tomer of  the  house  on  his  most  sensitive  point  and 
the  fact  should  always  be  carefully  considered.  Every 
day  the  Credit  man  is  confronted  with  new  conditions 
which  call  for  immediate  action.  His  policy  and  de- 
cisions must  be  expressed,  clearly,  definitely  and 
forcefully  in  his  letters.  They  must  be  so  couched 
in  diplomatic  language  that  no  fair-minded  man  may 
take  offence  at  them. 

Not  long  ago,  the  head  of  a  large  wholesale  estab- 
lishment made  inquiry  of  the  writer  for  a  Credit 
man.  He  stated  that  he  had  a  man  filling  the  posi- 
tion who  was  energetic,  trustworthy  and  "  long- 
headed "  in  every  way,  save  that  he  did  not  know 
how  properly  to  write  a  letter.  The  merchant  said : 

"He  knows  so  little  of  the  art  of  correspondence, 
that  when  he  writes  a  letter  granting  a  favor  to  a 


100  MODERN    BUSINESS    CORRESPONDENCE 

customer,  it  is  done  with  a  lack  of  tact  and  grace 
that  offends  the  recipient  and  often  causes  him  to 
transfer  his  trade  to  a  competitor  as  soon  as  he 
can  conveniently  arrange  it.  And  this  Credit  Man 
who  has  alienated  thousands  of  dollars  in  good  ac- 
counts, thinks  himself  a  past-master  in  the  art  of 
letter  writing/' 

While  the  promotion  work  of  a  business  does  not 
ordinarily  originate  with  the  Credit  Department,  to 
this  department  is  given  a  great  opportunity  for  the 
encouragement  and  conservatism  of  business.  As 
illustrating  this  feature  and  the  possibility  of  com- 
bining the  work  of  collection  with  the  encourage- 
ment of  further  business,  a  few  examples  of  letters 
are  given.  These  are  a  series  of  actual  letters  used 
with  decided  success  by  a  manufacturer  at  a  time 
when  he  needed  every  dollar  that  he  could  collect, 
at  the  same  time  he  needed  all  the  orders  he  possibly 
could  get,  and  needed  also,  still  further  to  strengthen 
the  bonds  of  cordial  business  relationship  between 
himself  and  his  customers. 


COLLECTION    LETTERS  101 

For  an  Account  of  Less  Than  $100. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

We  are  enclosing  a  statement  of  account, 
and  wish  to  request  as  a  special  favor  that 
you  send  us  a  remittance  previous  to  the 
12th  inst.  if  possible.  Do  not  think  that, 
because  the  amount  is  small,  it  is  not  im- 
portant. We  have  unusually  heavy  obliga- 
tions maturing  the  15th  of  this  month,  and 
while  the  amount  due  from  you  will  be  a 
decided  help  to  us  at  this  time.  We  find  it 
necessary  to  round  up  every  available  dol- 
lar. Kindly  advise  us  if  we  may  depend 
upon  you  for  this  amount. 

In  looking  over  your  account  for  the  past 
few  months  it  occurs  to  the  writer  that  we 
are  not  getting  our  fair  share  of  your  busi- 
ness. If  this  is  possibly  due  to  any  failure 
or  negligence  on  our  part,  we  hope  that  you 
will  undertake  to  show  us  the  error  of  our 
ways,  because  we  certainly  want  all  of  your 
business  that  we  can  get. 

Awaiting  your  reply  with  interest,  we  are, 
Sincerely  yours, 

JOHNSON  &  FLYNN. 

For  an  Account  of  $100  to  $200. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

We  are  enclosing  a  statement  of  account, 
and  although  the  amount  is  not  large,  we 
will  greatly  appreciate  a  remittance,  as  it 


102-.  ;:-  i'^OpEB^.^U-SiNESS   CORRESPONDENCE 


will  aid  us  materially  to  meet  our  own  heavy 
obligations.  May  we  ask  that  you  will 
kindly  give  this  your  prompt  attention? 

Owing  to  the  usual  dullness  at  this  season 
of  the  year,  we  find  collections  somewhat 
slow.  However,  it  has  been  necessary  for  us 
to  keep  the  usual  number  of  employees,  and 
the  pay  rolls  at  our  factories  must  be 
promptly  met. 

We  trust  that  you  appreciate  the  situa- 
tion, and  that  you  will  arrange  a  remittance 
with  entire  convenience. 

By  the  way,  are  we  getting  just  as  many 
of  your  orders  as  formerly?    Do  not  wait 
for  our  Mr  ......................  to  call. 

If  you  need  anything  between  his  visits  do 
not  hesitate  to  send  the  order  right  in  to  us  ; 
we  assure  you  it  will  be  appreciated  and  will 
have  our  prompt  and  best  attention. 

Thanking  you  in  advance  for  your  cour- 
tesy, we  are, 

Sincerely  yours, 

JOHNSON  &  FLYNN. 


For  an  Account  of  $200  to  $500  or  Over. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

We  are  enclosing  a  statement  of  account, 
and  wish  to  ask  if  it  will  be  possible  for  you 
to  remit  all,  or  a  major  portion,  of  this  pre- 
vious to  the  15th  inst.  We  have  unusually 
large  obligations  to  meet  this  month  and 
will  doubly  appreciate  any  effort,  in  the  line 
of  remittance,  on  the  part  of  our  customers. 


COLLECTION   LETTERS  103 

We  have  anticipated  a  fairly  active  de- 
mand for  supplies  between  now  and  January 
first,  and  have  run  our  various  factories  at 
about  the  usual  output.  This  accumulation 
of  stock  has  tied  up  an  extra  amount  of  cap- 
ital, but  we  think  we  will  be  justified  in  do- 
ing this  by  being  able  to  fill  orders  with 
greater  promptness  and  completeness.  We 
believe  this  will  be  very  much  appreciated 
by  our  customers. 

Trusting  that  you  can  arrange  the  remit- 
tance without  inconvenience,  and  that  you 
will  also  send  us  some  good  orders  during 
the  month,  we  are, 

Sincerely  yours, 

JOHNSON  &  FLYNN. 


For  Accounts  More  Than  60  Days  Due. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

Enclosed  please  find  statement  of  your 
account.  You  will  notice  that  a  portion  of 
this  covers  purchases  made  over  sixty  days 
ago.  We  are  greatly  in  need  of  immediate 
funds  wherewith  to  meet  our  obligations, 
and  we  trust  that  we  are  not  asking  too 
much  by  requesting  a  check  to  cover  the  past 
due  account,  and  as  much  of  the  balance  as 
possible. 

Please  advise  me  by  return  mail  just  how 
much  we  can  depend  upon,  and  don't  forget 
that  we  are  as  hungry  as  ever  for  more 
orders. 

Thanking  you  in  advance  for  your  cour- 


104  MODERN   BUSINESS    CORRESPONDENCE 

tesy  and  awaiting  your  reply  with  interest, 

we  are, 

Sincerely  yours, 

JOHNSON  &  FLYNN. 

Small  Accounts  Past  Due. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

We  are  enclosing  statement  of  account 

to 1st.    You  will  notice 

that of  this  covers  pur- 
chases prior  to It  is 

absolutely  necessary  for  us  to  secure  every 
dollar  possible  in  order  to  meet  our  own 
heavy  obligations,  and  we  trust  that  you 

will  arrange  to  remit  us  at  least 

before  the  10th  inst. 

Please  do  not  feel  that  because  the 
amount  is  small  it  is  not  important.  Every 
dollar  now  helps  us  a  little  more  than  a  dol- 
lar's worth,  and  we  will  be  greatly  pleased 
to  have  your  prompt  attention. 

If  you  can  send  us  a  substantial  order 
along  with  the  remittance,  you  can  feel  as- 
sured it  will  be  much  appreciated. 

Thanking  you  in  advance  for  your  cour- 
tesy, and  awaiting  your  reply  with  interest, 
we  are, 

Sincerely  yours, 

JOHNSON  &  FLYNN. 


COLLECTION    LETTERS  105 

Delinquent  Account. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 

We  are  enclosing  a  statement  of  your  ac- 
count. You  will  notice  that  this  is 

months  old.  We  have  sent  you  several  state- 
ments, but  have  not  received  a  reply.  We 
feel  that  we  have  extended  to  you  all  the 
time  on  this  account  that  you  can  consist- 
ently ask  and  wish  that  you  make  immediate 
settlement  of  this  balance.  We  have  heavy 
obligations  of  our  own  to  meet  and  must 
avail  ourselves  of  every  dollar  outstanding. 

We  are  obliged  to  pay  our  own  bills 
promptly  on  thirty  days'  time  and  our  pay 
rolls  every  week,  and  cannot  agree  to  extend 
more  than  thirty  days  to  our  customers  in 
any  instance  without  special  arrangements. 

We  will  expect  a  check  by  return  mail, 
failing  to  receive  it,  will  make  a  sight  draft 
for  the  amount. 

Our  Mr advises  us  that 

although  he  visits  you  regularly,  as  usual, 
he  has  been  unable  lately  to  secure  your 
orders.  We  do  not  believe  that  you  have 
ever  had  cause  to  complain  of  either  our 
goods  or  prices  and  would  be  glad  to  have 
you  with  us  again.  Can't  you  send  a  good 
order  with  your  check? 

Sincerely  youn, 

&  FLYNN. 


106  MODERN   BUSINESS    CORRESPONDENCE 

A  Follow-up  Letter  for  Either  of  the  First  Five 
Letters  Above  Given. 

Mr.  T.  B.  Kraus, 

Aurora,  Texas. 
Dear  Sir: 
We  wrote  you  on  and 

enclosed  a  statement  of  account.  We  were 
much  in  hopes  that  you  would  send  us  a 
check  by  return  mail.  If  there  are  any  items 
that  do  not  agree  with  your  books,  kindly 
let  us  know  at  once  so  that  the  differences 
may  be  promptly  adjusted. 

We  trust  that  you  can  accommodate  us  as 
requested  in  our  previous  letter  and  that  we 

will  hear  from  you  by  the 

We  again  assure  you  that  a  remittance  at 
this  particular  time  will  be  greatly  appre- 
ciated. 

And  don't  forget  that  we  want  your  or- 
ders, too.    Prices  on are 

likely  to  make  a  sharp  advance  in  a  few 
days. 

Sincerely  yours, 

JOHNSON  &  FLYNN. 


Those  Credit  Men  who  object  to  using  their  own 
need  of  funds  as  an  argument  for  urging  their  cus- 
tomers to  remit — and  many  large  houses  will  enter- 
tain this  objection — may  introduce  in  the  place  of 
that  clause,  an  appeal  to  the  customer's  sense  of 
pride  and  fairness  and  the  advantage  which  he  will 


COLLECTION   LETTERS  107 

secure  in  keeping  his  financial  relations  in  the  best 
condition  and  above  criticism. 

It  is  well  to  say  here,  that  these  collection  letters 
are  not  intended  as  arbitrary  forms.  Very  likely 
they  are  not  above  criticism,  but  they  possess  the 
saving  grace  of  having  successfully  accomplished 
their  mission. 

It  will  be  noted  that,  while  the  collection  letters 
here  given  are  in  the  nature  of  direct  "duns,"  the 
writer  "keeps  his  gloves  on"  and  the  invariable 
friendly  appeal  for  more  orders  is  well-calculated 
to  forestall  any  ill  feeling  that  might  have  been 
aroused  by  a  plain,  blunt  "dun." 

After  an  account  has  become  past  due  to  an  un- 
warranted degree,  and  the  usual  letters  do  not  bring 
results,  then  summary  action  is,  of  course,  required. 
This  phase  presents  so  many  lines  of  action  that  no 
set  form  of  letters  can  be  suggested.  Eight  here, 
the  ability  of  the  Credit  Man  must  make  itself  ap- 
parent in  order  to  avert  loss.  There  is  a  time  in 
the  affairs  of  the  Credit  Department  when  the  gloves 
must  be  laid  aside  and  the  mailed  hand  be  laid  on 
with  weight  and  decision. 

The  varied  phrasing  of  the  following  letters  may 


108  MODERN   BUSINESS    CORRESPONDENCE 

illustrate  the  manner  in  which  the  tactful  Credit 
Man  may  adapt  his  letters  to  meet  differing  condi- 
tions. 

Statements  should  always  be  sent  out  when  an 
account  is  due,  as  they  serve  to  call  attention  to  the 
fact  that  the  account  is  due  and  expected  to  be  paid, 
as  well  as  being  a  guide  to  the  customer  in  checking 
his  accounts. 

Should  no  attention  be  given  to  the  statement 
and  it  becomes  necessary  to  follow  it  up,  another 
statement  may  be  enclosed  with  the  following  com- 
munication : 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

Ten  days  ago  we  mailed  you  statement  of 
account  due  at  that  time,  and  as  we  have 
heard  nothing  from  you  we  thought  it  pos- 
sible that  same  may  have  miscarried.  We 
are  handing  you  herewith  a  duplicate  of  the 
former  statement,  which  we  trust  will  reach 
you  safely  and  have  your  attention. 
Very  truly  yours, 

MILTON,  BROWN  &  Co. 


COLLECTION   LETTERS  109 

To  folloiv  the  preceding  letter: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

We  beg  to  call  your  attention  to  the  en- 
closed statement  of  account,  which  is  now 
past  due.  We  have  sent  you  two  statements 
previous  to  this,  to  which  you  seem  to  have 
given  no  attention. 

It  may  be  possible  that  you  have  over- 
looked the  matter  but  we  trust  this  will  be 
a  sufficient  reminder  and  that  you  will  oblige 
us  with  a  remittance  without  further  delay. 

Awaiting  your  favor,  we  are, 
Yours  truly, 
MILTON,  BROWN  &  Co. 

To  follow: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

Having  received  no  reply  to  our  request 
for  remittance  we  have  concluded  you  desire 
us  to  draw  on  you,  which  we  will  do  on  the 
15th  inst.,  unless  remittance  is  received  be- 
fore that  time.  We  ask  that  you  will  kindly 
protect  our  draft. 

Yours  truly, 
MILTON,  BROWN  &  Co. 

To  follow: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

We  have  to-day  drawn  on  you,  at  three 
days  sight,  through  the  First  National  Bank 


110  MODERN   BUSINESS    COREESPONDENCE 

of  your  city  for  the  amount  of  the  enclosed 
statement.    Kindly  protect  draft  and  oblige, 
Yours  truly, 
MILTON,  BROWN  &  Co. 

To  follow: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

We  are  to-day  in  receipt  of  our  draft  on 
you  returned  to  us  by  the  First  National 
Bank  with  advice  that  you  refuse  to  honor 
it.  We  are  unable  to  understand  why  you 
treat  us  in  this  manner  after  the  many 
favors  we  have  extended  to  you,  and  regret 
extremely  that  it  has  been  necessary  to  turn 
this  matter  over  to  our  legal  department 
for  adjustment.  Instructions  have  been 
given  them  to  withhold  action  until  the  25th, 
in  order  to  give  you  an  opportunity  to  make 
a  more  amicable  settlement  and  thus  save 
yourself  and  us  much  trouble  and  annoy- 
ance. 

Trusting  you  will  avail  yourself  of  our 
leniency  in  this  matter  before  it  is  too  late, 
we  are, 

Yours  truly, 
MILTON,  BROWN  &  Co. 

Other  forms  that  might  folloiv: 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

Permit  us  to  call  your  attention  to  the 
amount  due  us  on  account,  as  shown  in  en- 
closed statement,  which  you  have  perhaps 


COLLECTION   LETTERS  111 

overlooked.  We  trust  you  will  find  it  con- 
venient to  favor  us  with  a  remittance  at  this 
time  and  beg  to  remain, 

Yours  truly, 
MILTON,  BROWN  &  Co. 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

We  beg  to  again  call  your  attention  to 
your  account  with  us,  which  is  now  past  due, 
and  regarding  which  we  wrote  you  on  the 

Can  you  not  favor  us  by  remitting 

this  amount  at  once!  We  have  large  obli- 
gations of  our  own  to  meet  and  are  forced 
to  call  upon  those  who  owe  us  to  help  out. 

Anticipating  a  remittance,  which  we  as- 
sure you  will  come  as  a  special  favor  at  this 
time,  we  are, 

Yours  truly, 
MILTON,  BROWN  &  Co 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

We  are  unable  to  understand  why  you  fail 
to  give  any  attention  to  our  requests  for  re- 
mittance of  our  account  against  you. 

The  account  is  now  long  past  due  and 
there  can  be  no  mistake,  as  the  terms  of  the 
account  are  plainly  stated  in  the  respective 
invoices  covering  the  various  purchases. 
We  insist  that  you  liquidate  this  account 
without  further  delay,  otherwise  it  will  be 
necessary  for  us  to  take  steps  to  force  col- 
lection. 


112  MODERN    BUSINESS    CORRESPONDENCE 

Trusting  you  will  avail  yourself  of  this  op- 
portunity to  save  both  yourself  and  us  much 
annoyance,  we  are, 

Yours  truly, 
MILTON,  BROWN  &  Co. 

Reply  to  request  for  extension  of  time  on  an  ac- 
count— 

Ewer,  Indet  &  Co., 

Chicago,  111. 
Gentlemen : 

Your  favor  requesting  an  extension  of 
time  on  your  account  with  us,  now  due,  is 
received.  We  would  say  in  reply  that  it  is 
not  our  practice  to  grant  extensions  of  time, 
but  as  a  special  favor  to  you  we  have  de- 
cided in  this  instance  to  grant  your  request 

and  extend  time  for  30  days  from 

When  that  date  arrives  we  trust  you  will 
give  the  matter  your  attention  without  fur- 
ther notice  from  us. 

Trusting  this  will  be  entirely  satisfactory 
to  you,  we  are, 

Yours  truly, 
MILTON,  BROWN  &  Co. 

Threats  should  never  be  made  when  possible  to 
avoid  it  and  in  no  instance  should  they  be  made 
unless  they  are  certainly  carried  out  if  necessary. 


CREDIT    LETTERS  113 


CREDIT  LETTERS. 

A  great  part  of  the  business  of  a  wholesale  house 
is  done  on  a  credit  basis.  Very  few  retail  dealers 
purchase  their  stock  for  spot  cash,  and  this  being 
the  case,  the  extending  of  credit  has  become  reduced 
almost  to  an  exact  science  by  large  concerns.  The 
trade  of  a  credit  customer  is  just  as  highly  prized 
by  them  as  that  of  the  one  who  pays  cash,  providing 
his  credit  is  good,  and  for  numerous  reasons  credit 
business  is  as  desirable  and  convenient  to  the  seller 
as  to  the  purchaser. 

The  exact  cost  of  an  order  of  goods  cannot  be  ac- 
curately known  to  the  purchaser  until  he  receives 
the  goods  and  an  itemized  bill  from  the  seller.  His 
order  may  not  be  filled  in  its  entirety;  or  a  part 
of  the  items  ordered  may  be  substituted  with  others 
of  a  different  price;  or,  again,  he  may  wish  to  re- 
turn a  part  of  the  goods  after  he  has  examined  them 
and  found  them  inadequate  or  damaged;  and  if  a 
check  were  sent  with  the  order  the  amount  would 
not  be  correct. 


114  MODERN   BUSINESS   CORRESPONDENCE 

It  will  thus  be  seen  that  nearly  every  new  cus- 
tomer of  a  large  concern  must  be  extended  credit, 
and  to  extend  credit  indiscriminately  would  mean 
ruin  to  the  house.  There  must  be  a  credit  depart- 
ment whose  function  it  is  to  determine  and  pass 
upon  the  responsibility  of  prospective  customers. 
Different  methods  are  in  use  to  determine  this  re- 
sponsibility, the  most  popular  of  which  is  a  con- 
sultation of  the  standard  commercial  agencies.  If  a 
man's  rating  is  not  found  in  the  bound  volume  fur- 
nished by  these  agencies  to  their  subscribers  there 
are  but  two  other  resources — to  obtain  a  special  re- 
port from  the  commercial  agency  on  the  applicant 
for  credit,  or  go  to  the  applicant  himself. 

The  proper  way  for  retailers  to  ask  for  credit 
from  a  wholesale  house  would  be  to  obtain  an  in- 
troduction by  some  responsible  person  known  to 
them;  to  send  bank  references  with  their  first  or- 
der; or  a  sworn  statement  of  resources  and  liabil- 
ities. But  very  few  of  them  do  this.  Many  through 
lack  of  business  insight,  will  either  send  in  an  or- 
der without  a  word  of  explanation  or  they  will  write 
a  long  and  bunglesome  letter  which  is  tiresome  to 
read  and  entirely  barren  of  facts  upon  which  the 


CREDIT   LETTERS  115 

credit  department  would  be  justified  in  basing 
credit. 

Experience  has  shown  that  the  motive  which 
prompts  the  sending  of  an  order  without  an  ex- 
planation or  reference  is  not  always  the  same.  Per- 
sonal pride  on  the  part  of  the  sender  in  a  reputa- 
tion already  established  for  being  "good  pay"  some- 
times influences  him ;  others  omit  to  give  adequate  in- 
formation through  the  presumption  that  their  house 
is  sufficiently  well  known  and  established  as  to  make 
identification  unnecessary;  while  there  are  others 
who,  their  credit  being  worthless  or  questionable, 
will  send  in  such  an  order  trusting  to  luck  or  chance 
that  the  goods  will  be  sent  without  an  investigation. 

When  there  is  no  other  means  of  ascertaining  a 
man's  business  standing  than  by  addressing  him  di- 
rectly, then  the  skill  of  the  letter  writer  comes  into 
play.  A  skillful  credit  clerk  will  be  able  to  learn 
much  of  the  character  of  the  applicant*  by  his  sta- 
tionery, the  style  of  his  letter's  construction  and 
his  penmanship — for  many  retail  dealers  do  not  use 
a  typewriter.  But  such  evidence  is  never  conclusive 
and  a  few  well-written  letters  may  do  wonders  in 


116  MODERN    BUSINESS    CORRESPONDENCE 

the  way  of  establishing  a  basis  of  credit.    The  fol- 
lowing will  prove  suggestive  of  proper  forms: 

No.   1.     Where  introduction  with  a  request  for 
credit  has  been  received: 

"Your  esteemed  favor  of  the  15th  inst. 
is  received  and  replying  we  beg  to  say  that 
we  shall  be  very  glad  to  extend  you  a  line 
of  credit  provided  you  will  kindly  furnish 
us  satisfactory  data  upon  which  to  base  the 
same. 

' l  We  have  made  a  careful  search  in  such 
records  of  credit  identity  as  are  at  our  com- 
mand, and  have  not  been  able  to  find  your 
name,  which  may  be  due  to  an  oversight. 

"As  a  business  man  you  will  appreciate 
that  business  ethics  demand  we  shall  have 
something  in  the  way  of  good  references. 
If  you  will  furnish  us  with  such  references, 
which  upon  investigation  we  find  to  be  satis- 
factory, we  will  gladly  extend  you  the  credit 
requested. 

"Thanking  you  for  the  communication, 
we  are, 

"Very  truly  yours, 
"  MILTON,  BROWN  &  Co., 

"Per  W." 

No.  2.     Where  references  have  been  enclosed: 


"Mr.  Blank, 
"Dear  Sir:— 


'Your  favor  requesting  the  extension  of 
credit,  with  references  enclosed,  is  received 
and  the  matter  has  to-day  been  referred  to 


CREDIT   LETTERS  117 

our  credit  department  for  investigation. 
We  trust  that  developments  will  be  favor- 
able to  us  both  and  that  we  may  have  the 
pleasure  of  adding  you  to  our  list  of  valued 
patrons. 

"Thanking  you  for  your  courtesy,  which 
we  assure  you  is  appreciated  by  us,  we  are, 
"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

In  communicating  with  the  persons  given  as  ref- 
erences, mentioned  in  form  No.  2,  we  will  assume 
one  to  be  a  banker  and  another  a  firm  with  whom 
the  proposed  customer  has  been  dealing. 

It  is  not  good  practice  in  making  these  inquiries 
to  say  that  you  have  been  referred  by  the  person 
or  firm  in  question  as  this  carries  with  it  an  element 
of  flattery  to  which  nearly  all  human  nature  is 
susceptible  and  might  serve  to  bias  the  reply. 

No.  3.     To  the  bank: 

1  i  Gentlemen : — 

"We  have  received  a  request  from  Mr. 

Blank  of for  the  extension  of 

credit.  Will  you  kindly  advise  us,  in  con- 
fidence, what  you  consider  his  credit  stand- 
ing to  be  and  to  what  extent  you  would 
deem  him  worthy  of  credit?  Any  other  in- 
formation you  may  think  of  value  to  us  will 
be  greatly  appreciated  and,  should  oppor- 
tunity afford,  gladly  reciprocated. 


118  MODERN   BUSINESS    CORRESPONDENCE 

"  Thanking  you  for  the  anticipated  kind- 
ness of  an  early  reply,  we  are, 
"Very  truly  yours, 

66 MILTON,  BROWN  &  Co." 

An  addressed  stamped  envelope  should  always 
accompany  communications  of  this  sort. 

Banks  are  usually  found  very  courteous  and  fair 
in  such  matters  and  in  reply  to  the  above  commu- 
nication would  give  full  detail  of  all  knowledge  in 
their  possession. 

No.  4.     To  the  firm  given  as  reference: 

1 '  Gentlemen : — 

"Mr.  Blank,  with  whom  we  understand 
you  are  acquainted  and  have  had  some  deal- 
ing, has  applied  to  us  for  credit.  Would 
you  kindly  oblige  us  with  such  information 
regarding  his  credit  standing  as  you  may 
have  at  hand?  This,  we  assure  you,  will 
be  treated  with  strictest  confidence. 

"Thanking  you  for  the  kindness  of  an 
early  reply,  we  are, 

"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

A  firm  receiving  a  letter  of  this  character  knows 
at  once  the  nature  of  the  information  desired  and 
usually  stands  ready  to  comply  with  the  request  as 
fully  as  possible. 

In  addition  to  communication  with  the  persons 


CEEDIT    LETTERS  119 

given  as  reference  by  the  applicant  for  credit,  good 
business  practice  would  suggest  also  making  inves- 
tigation in  other  directions.  Nearly  all  business 
concerns  are  subscribers  to  some  commercial  rat- 
ing agency,  and  in  questionable  cases  it  is  customary 
to  ask  for  special  reports. 

A  blank  form  may  be  used  to  advantage  in  mak- 
ing inquiries  to  banks,  law  firms  and  other  commer- 
cial concerns,  as  it  is  calculated  to  bring  out  con- 
cisely the  information  desired  and  result  in  a  sav- 
ing of  time  to  both  the  inquirer  and  the  one  applied 
to  for  information.  The  following  letter  and  blank 
form  are  recommended  for  this  purpose: 

No.  5. 

' '  Gentlemen : — 

"Will  you  kindly  oblige  us  by  filling  out 
the  answers  to  the  list  of  questions  in  the 
enclosed  blank  regarding  the  person  whose 
name  is  incorporated  in  question  No.  1,  or 
as  many  of  them  as  you  can? 

"Thanking  you  in  advance  for  this  cour- 
tesy and  awaiting  your  reply,  we  are, 
"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

No.  6.     Form  of  information  blank: 

1.  Do  you  know  Mr.  Blank  of ? 

2.  How  long  have  you  known  him! 


120  MODERN   BUSINESS   CORRESPONDENCE 

3.  How  long  has  he  been  in  business? 

4.  What,  in  your  judgment,  is  his  busi- 
ness ability? 

5.  What  are  his  personal  habits? 

6.  What  amount  of  stock  does  he  carry? 

7.  Is    the    stock    live    merchandise    or 
shop-worn  goods? 

8.  If  divided,  what  proportion  of  each? 

9.  What,  if  any,  is  his  approximate  in- 
debtedness ? 

10.  What  real  estate,  if  any,  does  he 
own? 

11.  Are  there  any  mortgages  or  claims 
against  his  property? 

12.  What  do  you  estimate  his  total  net 
worth  to  be,  both  in  and  out  of  business? 

13.  How  much  of  his  total  net  worth  do 
you  estimate  to  be  represented  in  cash? 

14.  Has  he  ever  failed  in  business? 

15.  What  is  his  reputation  for  meeting 
his  obligations  promptly? 

16.  Do  you  consider  him  a  safe  risk  for 
credit;  if  so,  to  what  amount? 

No.  7.  Where  favorable  replies  have  been  re- 
ceived to  special  inquiries  or  references  the  follow 
ing  letter  is  in  good  form: 

"Dear  Sir:— 

"We  are  pleased  to  say  that,  upon  in- 
vestigation of  your  credit  references  we  find 
them  satisfactory.  We  shall  take  pleasure 
in  extending  credit  to  you  supplying  you 
with  such  goods  in  our  line  as  you  may  de- 
sire. 


CREDIT   LETTERS  121 

"  Awaiting  your  orders,  which  we  assure 
you  will  be  given  our  prompt  and  best  at- 
tention, we  are, 

"Very  truly  yours, 

4  *  MILTON,  BROWN  &  Co." 

No.  8.     Where  it  is  desirable  to  limit  the  amount 
of  credit  to  be  extended  the  folloiving  will  serve: 

"Dear  Sir:— 

"We  have  carefully  examined  the  credit 
references  furnished  by  you  and  have  also 
made  investigations  in  other  directions. 
From  the  information  thus  gained  we  will 
cheerfully  extend  you  any  amount  of  credit 
within  a  limit  of  $ 

"We  trust  this  will  be  satisfactory  to  you 
and  that  we  may  be  favored  with  at  least 
a  portion  of  your  patronage.  Anticipating 
the  favor  of  an  order  from  you,  which  we 
assure  you  will  have  our  prompt  and  best 
attention,  we  are, 

"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

No.  9.     The  following  letter  is  in  good  form  when 
it  is  not  desirable  to  extend  credit: 

"Mr.  Blank, 
"Dear  Sir:— 

"We  regret  to  say  that,  up  to  this  time, 
we  have  been  unable  to  secure  information 
regarding  your  credit  standing  that  would 
warrant  extending  a  line  of  credit.  We 
would  say,  however,  that  any  further  ref- 
erences you  might  wish  to  furnish  us  will 


122  MODERN   BUSINESS   CORRESPONDENCE 

have  our  best  attention.  In  the  mean- 
time, in  order  that  you  may  not  be  incon- 
venienced, we  would  suggest  that  you  have 
goods  sent  C.  0.  D. 

"Trusting  you  will  appreciate  our  posi- 
tion in  the  matter,  and  awaiting  your  fur- 
ther pleasure,  we  are, 

"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

No.  10.  Where  the  application  for  credit  would 
not  even  warrant  consideration: 

"Dear  Sir:— 

"We  are  in  receipt  of  your  favor  re- 
questing us  to  extend  credit  to  you  and 
beg  to  say  in  reply  that  we  are  not  in  a 
position,  at  the  present  time,  to  grant  your 
request. 

"Regretting  that  conditions  are  not  such 
as  would  enable  us  to  accommodate  you, 
we  are, 

"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

No.  11.  Where  an  order  only  is  enclosed  and  in- 
vestigation of  the  credit  records  indicates  that  the 
credit  of  the  person  or  firm  sending  same  is  good 
a  letter  similar  to  the  following  may  be  sent  in 
acknowledgment  : 

"Dear  Sir:— 

"We  have  your  esteemed  favor  contain- 
ing an  order  for  which  we  thank  you.  The 


CREDIT   LETTERS  123 

order  has  already  been  passed  to  our  ship- 
ping department  and  the  goods  will  go  for- 
ward at  the  earliest  possible  moment. 

"We  assure  you  we  are  much  pleased  to 
receive  this,  your  first  order  with  us,  and 
trust  it  may  lead  to  continuous  and 
pleasant  business  relations  between  us. 

"Again  thanking  you  for  the  favor  at 
hand,  we  are, 

"Very  truly  yours, 

" MILTON,  BROWN  &  Co." 

No.  12.  Where  an  order  is  enclosed  and  inves- 
tigation of  the  credit  records  would  not  be  entirely 
satisfactory,  the  following  is  suggested: 

"Dear  Sir:— 

"Your  letter  with  order  attached  is  re- 
ceived, and  we  presume  that,  since  you  are 
a  stranger  to  us,  it  is  your  wish  to  have  the 
goods  sent  C.  0.  D.,  though  you  failed  so 
to  state.  We  prefer  to  have  positive  ad- 
vice before  shipping  and  ask  you  to  favor 
us  with  same  by  return  mail  if  possible. 

"Awaiting  your  kindness,  we  are, 
"Yours  truly, 
" MILTON,  BROWN  &  Co." 


124  MODERN   BUSINESS    CORRESPONDENCE 


THE  CREDIT  DEPARTMENT  OF  A  WHOLE- 
SALE HOUSE. 

The  credit  department  of  a  wholesale  house  is 
one  of  the  most  important  and  is  one  on  which  the 
house  depends  largely  for  its  success  in  business. 
For  this  reason  it  must  be  operated  with  much  care, 
that  no  point  or  detail  which  may  be  used  to  advan- 
tage is  lost  sight  of. 

In  a  well  regulated  wholesale  credit  department 
the  first  means  of  securing  credit  information  on  a 
customer  would  be  the  use  of  the  commercial  rating 
and  special  report  systems  and  membership  in  the 
National  Credit  Men's  Association,  together  with 
such  other  means  as  the  particular  case  would  de- 
mand. These,  together  with  a  competent  credit  man 
and  a  complete  index,  reference  card  and  filing  sys- 
tem, equip  any  establishment  for  taking  up  the  mat- 
ter of  credit  inquiry. 

The  reference  card,  of  which  the  following  is  an 
example,  would  be  first  to  be  used  upon  receipt  of 
an  order  or  a  request  for  credit  from  a  prospective 
customer : 


CREDIT    DEPARTMENT    OF    WHOLESALE    HOUSE       125 


NO.  1 

Name      WESLEY,  JOHN         |         Kind  of  Business  Genl.  Mdse. 


Address    31  LINDALE  AVE.,  MINNEAPOLIS,  MINNESOTA. 


Commercial  I         6/1/03 

Rating       I  DUN        H-3        BRADSTREET |  GENERAL. 


Special  Reports 


Classifications 


Dun 


12/20/03 


Bradstreet 


National 


Attorney 


Bank 


General 


REMARKS. 


12/20/03,     Dun;     Estimated  worth  $15000.     Owns  property 


in  which  business  is  located.     Mortgage  on  residence 


property  $1500.    Borrowed  Capital  in  business  $2000. 


Well  connected  and  stands  well  in  community.     See  Report. 


These  cards  would  be  numbered  consecutively  and 
a  card  would  be  filled  out  for  each  customer  or  ap- 
plicant for  credit,  with  name  and  address,  as  above 
shown.  Reference  would  then  be  made  to  the  com- 
mercial rating  records  and  the  information  found 
therein  would  be  inserted,  together  with  the  date  of 
recording  same,  in  the  space  left  after  the  name  of 
the  agency  making  the  report,  on  the  line  headed 
4 '  Commercial  Rating/ '  For  illustration,  suppose 
that  reference  is  made  to  Dun's  report  and  the  in- 
formation is  shown  to  be  H-3  and  the  date  June  1, 
1903.  This  would  be  recorded  on  the  reference  card, 


126  MODERN   BUSINESS   CORRESPONDENCE 

as  shown  above,  and  the  same  would  be  done  with 
any  or  all  of  the  other  agencies  making  a  report. 

The  card  would  be  filed,  in  alphabetical  order,  in 
in  a  cabinet  file  for  that  purpose,  to  await  further 
use. 

The  next  move  would  be  to  ask  for  the  special 
rating  or  report  on  the  proposed  customer,  from  the 
commercial  agencies  of  which  the  firm  was  a  mem- 
ber. (Blanks  for  the  purpose  are  furnished  by  these 
agencies.)  Copies  of  such  inquiries  should  be  held 
on  file  for  reference  until  they  have  been  answered, 
after  which  they  should  be  filed  in  proper  order  for 
reference  in  making  settlements  with  the  agencies. 

When  answers  of  any  sort  are  received  to  special 
inquiries,  the  reference  card  should  be  taken  from 
the  file  and  the  information  obtained  noted  thereon, 
together  with  the  date  it  is  received,  under  the  head- 
ing of  "Special  Reports,"  on  the  line  indicating  the 
source  from  which  the  information  was  received. 

After  careful  attention  has  been  given  to  the  in- 
formation, the  credit  man  would  determine  and  in- 
dicate by  figure  or  such  mark  as  might  be  adopted, 
on  the  reference  card  in  the  column  for  that  pur- 
pose under  the  heading  of  "  Classifications, "  respec- 


CREDIT   DEPARTMENT   OF    WHOLESALE    HOUSE       127 

tively,  what  class  of  risk  the  proposed  customer 
would  represent. 

The  information  in  detail  would  be  placed  in  a 
folder,  made  for  the  purpose,  of  heavy  manila  paper, 
numbered  to  correspond  with  the  number  at  the  top 
of  the  reference  card,  and  the  folder  placed  in  a 
cabinet  file  for  reference  at  any  time. 

For  illustration :  John  Wesley,  General  Store,  31 
Lindale  Ave.,  Minneapolis,  Minnesota,  applies  for 
credit.  His  name,  business,  and  address  is  entered 
upon  reference  card  No.  1.  Dun's  rating  list  is 
referred  to  and  shows  his  commercial  rating  to  be 
H-3,  June  1,  1903.  This  is  also  entered  on  the  ref- 
erence card  on  the  line  indicated  by  the  heading 
* '  Commercial  Eating. ' '  Application  is  then  made  to 
Dun's  agency  for  a  special  report,  which,  when  re- 
ceived, would  embrace  all  detail  regarding  Mr.  Wes- 
ley's credit  standing.  On  the  reference  card  under 
the  classification  of  " Special  Reports,"  and  on  the 
same  line  as  the  name  of  Dun,  the  date  of  receiving 
the  information  would  be  entered,  say  Dec.  20th, 
1903.  Presuming  that  consideration  of  the  report 
would  determine  Mr.  Wesley's  credit  risk  to  be 
second  class;  then  in  the  proper  column  indicating 


128  MODERN   BUSINESS   CORRESPONDENCE 

same,  under  the  head  of  "Classifications,"  would 
be  placed  the  figure  "2"  or  any  other  mark  that 
might  be  used  to  indicate  the  classification.  Under 
the  heading  of  i '  Bemarks, ' '  on  the  reference  card,  a 
brief  summary  of  the  salient  features  of  the  report 
would  be  noted,  as  shown  in  the  diagram.  The  com- 
plete or  detailed  report  would  be  placed  in  a  folder 
bearing  the  number  "1,"  to  correspond  with  the  ref- 
erence card,  and  the  folder  placed  in  a  cabinet  file  in 
proper  numerical  order. 

Suppose  that,  after  all  matters  connected  with 
Mr.  Wesley 's  credit  record  had  been  filed,  it  would 
again  become  necessary  to  refer  to  the  information. 
In  the  cabinet  file  in  which  the  reference  cards  would 
be  filed,  under  the  index  W-e  (if  the  vowel  index  be 
used),  the  reference  card  of  John  Wesley  would  be 
found.  At  the  top  of  this  card  would  appear  the 
number  "1,"  indicating  in  which  folder  in  the  cab- 
inet detailed  information  regarding  the  credit  rec- 
ord of  John  Wesley  had  been  placed. 

This  system  of  credit  record  will  be  found  very 
complete  and  will  furnish  ready  references.  While 
it  is  simple  in  itself,  it  may  be  applied — as  the  basic 
principle  of  the  credit  department — to  a  business 


CKEDIT   DEPARTMENT   OF    WHOLESALE    HOUSE       129 

establishment  of  any  size,  and  may  be  added  to  or 
extended  without  material  change  in  the  original 
system  being  necessary. 

The  above  is  a  general  outline  of  the  routine  nec- 
essary to  determine  the  credit  standing  or  risk  of 
customers  or  proposed  customers.  It  is  a  splendid 
idea  to  keep  posted  on  old  customers  as  well  as  new 
ones.  Nearly  every  business  house,  however,  has 
to  deal  with  a  line  of  customers  whose  names  do 
not  appear  in  the  credit  records  of  any  of  the  com- 
mercial agencies  and  who,  nevertheless,  are  desirable 
and  profitable  customers. 

The  reasons  why  these  names  do  not  appear  in 
the  records  of  the  commercial  agencies  are  various. 
Sometimes  it  is  because  nothing  is  found  upon  which 
an  agency  would  care  to  base  an  estimate  of  credit 
risk,  preferring  to  make  special  reports.  At  other 
times  the  person  is  new  in  business  and  has  never 
made  a  commercial  statement.  In  still  other  cases 
the  person  refuses,  through  some  misguided  notion, 
to  make  a  commercial  statement. 

Sometimes  a  proposed  customer  might  not  be  able 
to  make  a  statement  or  furnish  references  that  would 
appear  satisfactory  upon  the  surface,  yet  back  of  it 


130  MODERN   BUSINESS    CORRESPONDENCE 

would  be  found  integrity  and  ability  which,  when 
weighed  together  with  the  references  given,  would 
entitle  his  request  to  favorable  consideration. 

In  such  cases  as  these  the  credit  man  is  called 
upon  to  do  his  best  work  and  to  apply  the  tricks  of 
his  trade.  He  must  of  necessity  be  a  keen  student 
of  human  nature  and  able  to  read  character  from 
personal  contact,  conversation  and  written  commu- 
nications. His  instinct  and  intuition  of  characters 
should  be  reliable,  and  firmness,  judgment  and  com- 
mon sense  his  distinguishing  attributes. 

No  fixed  rule  can  be  laid  down  for  the  handling 
of  applications  for  credit.  The  cases  vary  so  widely 
that,  no  matter  what  plan  is  adopted,  it  must  be 
administered  with  a  high  order  of  intelligence  if 
the  best  results  are  attained. 


COMPLAINTS   AND  ADJUSTMENTS  131 


LETTERS  OF  COMPLAINT  AND  ADJUST- 
MENT. 

In  large  establishments  there  is  a  department  or- 
ganized for  the  purpose  of  investigating,  adjusting 
and  answering  all  letters  of  complaint.  These  let- 
ters, it  may  be  remarked,  cover  every  conceivable 
opportunity  of  complaint  or  fault-finding  that  a  can- 
tankerous customer  can  discover  or  invent.  They 
complain  of  quality,  condition,  count,  weight,  color, 
size,  delay,  prices,  discounts,  terms,  shipments,  etc., 
etc. 

It  would  be  impracticable  to  require  the  depart- 
ment immediately  responsible,  or  concerned  in  the 
complaint,  to  make  reply.  Many  of  the  departments 
of  a  mercantile  or  manufacturing  company  are 
merely  engaged  in  the  routine  mechanical  function 
of  filling  orders  or  contracts  and  have  not  the  time, 
and  are  not  equipped  by  education  or  physical  cir- 
cumstances to  carry  on  a  correspondence. 

To  the  Department  of  Complaints  is  referred 
every  letter  of  that  character — except  letters  relat- 


132  MODERN   BUSINESS    CORRESPONDENCE 

ing  to  terms  and  credits,  which  properly  belong 
to  the  Credit  Department.  Each  complaint  is 
promptly  investigated  and  all  facts  obtained  from 
the  department  involved.  Such  steps  are  taken  as 
are  necessary  to  rectify  the  error  or  to  demonstrate 
to  the  customer  that  no  error  actually  exists — which 
may  seem  simple  enough;  but  it  is  usually  about 
as  difficult  to  convince  a  customer  that  he  is  mis- 
taken as  it  is  to  convince  a  woman  that  a  $4  hat  is 
as  becoming  to  her  as  a  $20  one.  There  is  an  old 
saying,  "A  man  convinced  against  his  will  is  of  the 
same  opinion  still,"  and  it  must  have  been  written 
of  a  complaining  customer. 

Forty-nine  times  out  of  fifty  the  main  cause  of 
complaint  is  carelessness  at  the  customer's  end,  and 
results  from  lack  of  method  in  examining  the  goods 
and  checking  them  with  the  invoice.  And  after  a 
customer  is  morally  convinced  of  it,  his  pride  and 
obstinacy  blocks  the  way  of  making  confession  and 
lie  makes  a  curtain  of  displeasure  to  conceal  his  em- 
barrassment. 

But  all  of  this  human  frailty  is  part  and  parcel 
of  business.  It  is  ever  present  and  must  be  handled 
wisely  and  well,  to  the  end  that  the  customer  is  re- 


COMPLAINTS   AND   ADJUSTMENTS  133 

tained  and  his  patronage  continued.  The  manage- 
ment of  the  Department  of  Complaints  must  have  an 
intuitive  sense  of  what  is  true,  right  and  proper. 
He  must  know  what  to  say  and  how  to  say  it  in  a 
clever,  tactful  and  convincing  manner.  His  bump 
of  acumen  must  be  fully  and  finely  developed.  A 
conciliatory  tone  and  an  evident  purpose  to  deal 
fairly  should  pervade  all  letters  of  the  complaint 
adjuster.  At  no  time  should  impatience,  incivility 
or  abruptness  be  apparent  in  the  least  degree. 

He  must  first  of  all  be  absolutely  certain  of  the 
actual  facts  to  be  obtained  from  the  records  of  the 
transaction  or  from  personal  evidence  of  employes. 
His  assistance  is  not  only  in  requisition  because  of 
his  ability  to  adjust  the  complaint  so  far  as  the  cus- 
tomer is  concerned,  but  also  in  the  getting  of  this 
inside  information.  Departments  and  individuals 
will  oftentimes  resent  the  imputation  that  they  are 
in  error  and  will  adroitly  blockade  the  effort  to 
ferret  it  out. 

Complaints  do  not  improve  with  age  and  it  is 
wise  to  take  immediate  action  and  effect  a  speedy 
and  prompt  explanation  or  adjustment.  Prompt- 
ness in  this  is  two-thirds  of  the  battle.  The  writer 


134  MODERN   BUSINESS    CORRESPONDENCE 

had  the  misfortune  once  to  inherit  from  a  prede- 
cessor a  bundle  of  disputes  and  claims.  They  had 
been  grossly  neglected,  some  of  them  were  months 
old,  and  with  every  day  of  neglect  they  became  more 
and  more  complicated.  Any  of  them  might  have 
been  disposed  of  with  comparative  ease  at  first.  The 
difficulties  in  some  instances  were  cumulative  in 
character.  The  longer  a  settlement  or  investigation 
was  deferred  the  more  entangled  became  the  situa- 
tion. It  took  weeks  of  weary  plodding  to  dispose  of 
that  "  graveyard "  of  trouble  and  required  that  con- 
cessions be  made  to  customers  which  never  would 
have  been  necessaryif  the  matters  had  been  promptly 
considered  in  the  beginning.  Delays  are  expensive. 
Ofter  serious  complaints  are  hatched  from  some 
trivial  matter  which  has  been  neglected;  it  is  an- 
other example  of  how  a  little  spark  may  kindle  a 
great  flame.  The  small  complaint  should  be  attended 
to  as  definitely  and  diplomatically  as  the  large  one, 
and  as  promptly.  And  while  it  is  necessary  for 
self  protection  to  be  confident  and  firm  in  the  ad- 
judication of  complaints,  it  is  entirely  possible  to 
clothe  a  decision  with  courtesy  and  civility  calcu- 
lated to  win  respect  and  acquiescence. 


COMPLAINTS   AND   ADJUSTMENTS  135 

An  acknowledgment  of  letters  of  complaint  should 
be  made  the  day  they  are  received.  If  immediate 
explanation  is  not  possible,  as  frequently  happens,  it 
should  be  stated  that  a  full  report  will  follow  within 
a  definite  time. 

The  following  may  be  used  as  a  letter  of  acknowl- 
edgment : 

Gentlemen : — 

We  have  your  esteemed  favor  of 

and  regret  to  learn  that We 

will  carefully  investigate  the  matter  at  once 
and  within  a  day  or  two  will  advise  you 
fully. 

Thanking  you  for  promptly  calling  atten- 
tion to  the  seeming  error,  we  are, 
Sincerely. 

After  the  investigation  has  been  made  the  letter 
of  reply  may  begin  as  follows: 

Gentkmen : — 

Referring  again  to  your  letter  of 

and  adding  to  ours  of we  beg  to  re- 
port as  follows: 

Sincerely  yours. 

Another  example  of  a  letter  in  which  error  is 
admitted  is  given  as  follows: 


136  MODERN   BUSINESS   CORRESPONDENCE 

Letter  Admitting  Error: 

Gentlemen : — 

We  have  your  favor  of  the and 

note  that  you  claim  a  shortage  of  two  cases 
of  "  Yarmouth. "  Having  carefully  exam- 
ined the  record  of  our  Shipping  Department 
we  find  that  your  claim  is  correct,  and  en- 
close a  memo  of  credit  for  $4.50. 

Permit  us  to  explain  that  it  was  a  mis- 
take in  billing.  Your  order  called  for  24 
cases,  but  on  that  day  we  were  short, 
and  only  22  cases  were  assembled  and 
checked  to  your  order,  2  cases  being  en- 
tered on  back  order.  However  the  change 
of  figures  on  the  original  was  indistinct  and 
the  Bill  Clerk  extended  for  24  instead  of  22. 

We  have  a  carload  of  "Yarmouth"  just 
in  and  the  2  B.  0.  cases  will  go  forward 
with  your  next  shipment.  If  you  need  them 
at  once  please  advise  and  we  will  make  im- 
mediate shipment. 

Sincerely  yours. 

Acknowledging  a  mistake  is  comparatively  easy 
and  is  pretty  certain  not  to  meet  with  objections  at 
the  other  end,  but  when  it  becomes  necessary  to  deny 
the  existence  of  an  error  then  tact  and  diplomacy 
are  required.  As  an  example  of  how  not  to  do  it 
we  quote  the  following: 

Gentlemen : — 

We  have  your  favor  of You  call 

attention  to  the  price  charged  for  "Yar- 


COMPLAINTS   AND   ADJUSTMENTS  137 

mouth  "  in  our  invoice  #1274,  dated  October 
9,  and  in  reply  we  beg  to  say  that  $2.25  is 
our  regular  price.  We  cannot  make  a  re- 
duction except  in  larger  quantities. 

Trusting  that  this  explanation  is  satisfac- 
tory, we  are. 

That  letter  is  altogether  too  brief  and  indifferent 
and  has  the  earmarks  of  having  been  dictated  by  a 
clerk  who  either  had  a  great  deal  too  much  to  do  or 
was  wishing  it  was  Saturday  afternoon.  At  least 
he  does  not  seem  to  have  had  a  mind  single  to  the 
work  in  hand. 

A  more  graceful  and  certainly  a  more  satisfying 
reply  would  have  been  as  follows  : 

Gentlemen : — 

We  have  your  esteemed  favor  of 

and  note  your  exception  to  the  price  charged 
for  "Yarmouth"  in  our  invoice  #1274, 
dated  October  9th.  If  you  will  kindly  refer 

to  our  letter  of you  will  see  that  we 

quoted  you  $2.00  for  immediate  shipment. 
We  were  in  hopes  that  you  would  take  ad- 
vantage of  the  price  at  that  time,  but  your 
order  was  not  received  until  20  days  since. 
In  the  meantime  the  market  advanced  so 
that  we  could  not  fill  at  that  price.  The  best 
we  can  do  to-day  is  $2.25. 

The  indications  are  that  there  will  be  a 
further  advance  within  the  next  30  days, 
and  as  we  have  a  fairly  good  stock  on  hand 


138  MODERN   BUSINESS    CORRESPONDENCE 

we  would  strongly  advi-se  you  to  place  your 
order  at  once  for  as  many  more  cases  as 
you  can  dispose  of  within  the  next  ninety 
days. 

Trusting  that  the  above  is  entirely  satis- 
factory and  that  we  may  have  your  order 
for  at  least  50  more  cases  at  $2.25  we  are 

Sincerely  yours. 
Or: 

Gentlemen : — 

We  have  your  esteemed  favor  of 

and  note  your  exceptions  to  the  price 
charged  for  "Yarmouth"  in  our  invoice 
No.  1274,  dated  October  9th. 

We  are  well  aware  that  you  can  buy  com- 
peting brands  for  a  little  less  money  but 
think  that  if  you  will  more  carefully  ex- 
amine the  quality  of  the  goods  you  will 
promptly  admit  that  "Yarmouth"  is  worth 
the  difference. 

It  costs  us  more  to  put  up.  We  use 
only  the  finest  grade  of  stock  and  observe 
every  precaution  in  the  preparation.  We 
leave  nothing  undone  to  insure  that  the 
quality  of  this  product  will  make  it  a  mat- 
ter of  pride  for  you  to  offer  your  custom- 
ers. We  are  so  confident  of  quality  that 
we  are  perfectly  willing  to  make  good  any 
complaint  you  may  ever  have  on  that  score. 

If  you  could  see  your  way  to  order  100 
cases  of  this  at  one  time  we  would  shade 
that  price  8c  per  case,  and  if  you  will  order 
an  additional  75  now  we  are  willing  to  re- 
bate on  the  25  cases  already  shipped. 
Otherwise  the  price  of  $2.25  is  the  very  best 
we  can  do. 


COMPLAINTS   AND   ADJUSTMENTS  139 

We  can  quote  "Kiverside"  at  $2.15  per 
case  but  do  not  believe  you  want  to  offer 
that  brand  to  your  trade. 

Believing  that  you  will  advise  us  to  ship 
the  75  extra  cases,  we  are, 
Sincerely  yours. 


140  MODERN   BUSINESS   CORRESPONDENCE 


LETTEES  OF  CONCILIATION. 

A  letter  of  conciliation  is  the  highest  product  of 
the  letter-writer's  art.  We  have  said  in  another 
chapter  that  the  original  of  a  multiple  letter  should 
be  a  masterpiece  of  forethought  and  careful  con- 
struction; but  there  is  no  phase  of  a  correspondent's 
work  which  should  take  rank  above  the  writing  of 
a  conciliatory  letter. 

The  circumstances  requiring  a  letter  of  this  nature 
are  always  unusual.  Nothing  of  a  routine  nature 
will  suffice — for,  usually,  it  has  been  something  par- 
taking too  much  of  the  routine  character  that  has 
brought  about  the  condition  of  affairs  which  makes 
conciliation  necessary.  And  being  special  emissaries 
for  the  doing  of  some  particular  and  well-defined 
thing,  they  should  take  rank  high  above  letters  of 
solicitation  or  any  kind  of  routine  letters  of  any 
character. 

Before  he  can  do  justice  to  this  phase  of  his  work, 
the  correspondent  should  be  well  posted  in  regard 
to  three  things:  1,  The  history  of  the  customer's 


LETTERS   OF    CONCILIATION  141 

dealings  with  the  house;  2,  The  policy  of  the  house 
in  matters  of  conciliation;  and,  3,  The  character  of 
the  man  to  whom  he  is  writing. 

1.  A  systematic  reading  of  the  back  correspond- 
ence had  with  customers  will  often  render  a  foggy 
case  amazingly  clear  and  a  lot  of  additional  writ- 
ing superfluous.  It  will  frequently  bring  facts  to 
light  which  will  throw  the  fault  upon  the  house  it- 
self, or  so  modify  its  understanding  of  the  case  that 
it  may  grant  concessions  and  possibly  retain  a  dis- 
disgruntled  or  offended  customer. 

The  time-saving  methods  of  modern  office  routine 
are  quite  likely  to  obscure  little  details  peculiar  to 
a  customer's  requirements.  Suppose  that  he  should 
have  made  some  small  requests  in  various  of  his  let- 
ters in  the  past  relative  to  the  getting  up  of  his  or- 
ders. It  may  have  been  embodied  in  a  letter  re- 
garding something  else,  or  it  may  have  been  on  the 
margin  of  his  order.  Possibly  it  was  read  by  one 
clerk — not  the  right  one — and  passed  on  to  the  files. 
If  it  had  been  read  possibly  it  was  observed  that  one 
time  and  disregarded  thereafter.  It  may  have  been 
in  poor  penmanship  and  not  read  at  all.  Of  course 
the  customer  does  not  understand  all  this  and  it  is 


142  MODERN   BUSINESS   CORRESPONDENCE 

simply  up  to  the  correspondence  clerk  to  make  al- 
lowances and  do  the  understanding  for  both  sides  if 
he  wishes  to  retain  his  customer. 

2.  It  may  be  that  your  customer  has  been  ap- 
proached by  a  competitor  of  your  house  for  his 
trade,  and  he  has  taken  some  trivial  circumstance 
as    an    excuse    for    "  trying    the    other    fellow    a 
while. "    Here  is  a  case  where  the  correspondent's 
knowledge  of  the  policy  of  his  house  will  enable  him 
to  go  further  than  he  otherwise  might  toward  grant- 
ing concessions  or  offering  inducements  for  a  con- 
tinuance of  trade,  without  danger  of  overstepping. 
Sometimes  a  break  with  a  customer  may  be  largely 
due  to  his  own  whim  or  humor  of  the  moment — 
for  customers  are  only  human,  and  sometimes  in- 
tensely so.    But  the  tactful  business  man  will  easily 
recognize  such  cases  and  may  sometimes  settle  them 
merely  by  a  letter  of  well-chosen  words  and  allusions 
calculated  to  dispel  the  subject  with  a  hearty  laugh 
when  the  customer's  better  mood  has  returned. 

3.  This  branch  of  letter-writing  is  no  exception 
to  the  rule  that  the  correspondent  should  know  as 
much  as  possible  of  the  character  and  personality 
of  the  person  to  whom  he  is  writing.    A  letter  is,  at 


LETTERS   OF    CONCILIATION  143 

best,  only  a  substitute  for  personal  contact.  It  is  a 
makeshift  for  reproducing  the  thoughts  of  the  writer 
in  a  form  that  may  be  shipped  long  distances  and 
again  reproduced  in  the  mind  of  the  reader.  Much 
of  the  freshness  and  detail  of  meaning  is  lost  through 
this  double  process  of  recasting  ideas  from  mind  to 
paper  and  from  paper  to  mind  again — such  as  the 
personality  of  the  writer  and  his  temper  and  humor 
at  the  time  of  writing. 

This  studying  of  personalities  is  of  benefit  also 
in  reading  a  letter.  Between  two  persons  doing 
business  by  mail  with  each  other,  the  one  who  best 
understands  the  temperament  and  character  of  the 
other  will  have  the  advantage  in  all  cases.  No  mat- 
ter how  fine  a  correspondent's  command  of  language 
or  how  complete  his  knowledge  of  his  own  business, 
the  best  results  will  never  be  obtained  in  these  semi- 
personal  affairs  unless  he  fashions  his  letters  with 
some  regard  to  the  personality  of  the  recipient.  A 
simple,  straight-forward  letter  which  would  be  most 
effective  with  an  illiterate  customer  might  fall  short 
of  its  purpose  or  even  make  matters  worse  by  in- 
sulting the  intelligence  of  a  customer  of  education 
and  culture ;  while  letters  especially  adapted  to  such 


144  MODERN   BUSINESS    CORRESPONDENCE 

customers,  in  recognition  of  their  higher  ability, 
have  been  known  to  transform  merely  occasional 
buyers  into  staunch  and  interested  clients. 

When  writing  to  cranky  or  tricky  customers  the 
correspondent  should  assume  a  formal  and  imper- 
sonal attitude.  He  should  keep  in  mind  that  he  is 
not  acting  in  a  social  capacity  nor  even  in  a  per- 
sonal way,  and  should  not  hold  himself  open  to  per- 
sonal thrusts  or  annoyance.  His  replies  to  ugly  let- 
ters should  be  so  worded  that  it  will  appear  to  the 
reader  that  he  has  seen  only  the  facts  and  ignored 
everything  else  in  them.  He  is  presumed  to  be  proof 
against  abuse.  The  grumbler  expects  to  be  ignored 
to  a  certain  extent,  realizing  that  the  firm  to  whom 
he  writes  is  more  responsible  than  himself  and  more 
dignified. 

What  is  written  must  always  be  more  formal  than 
what  is  said  orally.  One  may  tell  a  man  things  to 
his  face  which,  if  said  in  a  letter,  would  be  certain 
to  arouse  hostility.  The  least  tinge  of  sarcasm  is 
never  safe  in  writing,  and  even  an  innocent  little  joke 
is  dangerously  apt  to  be  misinterpreted  if  embodied 
in  a  letter.  It  is  better  to  adopt  a  formal  and  rigid 


LETTERS   OF    CONCILIATION  145 

style  than  to  take  risks  on  these  "  highlights "  in  a 
letter,  no  matter  what  your  feelings  are. 

People  who  write  troublesome  letters  to  a  firm  act 
from  different  motives.  Some  will  cause  a  great 
deal  of  annoyance  through  a  simple  sense  of  fair- 
ness and  honesty,  believing  they  have  a  true  griev- 
ance. To  such  a  full  and  explanatory  letter  must 
be  sent  which  will  make  everything  clear  to  them. 
Others  will  employ  more  of  shrewdness  and  business 
cunning.  They  must  be  out-generaled.  Many  are 
moved  by  trickery  and  greed  altogether,  even  to  the 
point  of  dishonesty,  and  will  agree  only  to  what 
they  think  they  can  be  compelled  and  exacted  to  do. 

If  it  can  be  determined  to  which  class  a  customer 
belongs  a  letter  can  be  designed  to  suit  his  case. 
Otherwise  the  correspondent  must  assume  that  he 
belongs  to  the  first  mentioned,  honest  but  unin- 
formed, class,  and  write  to  him  accordingly.  But 
when  the  motive  has  been  ascertained  the  real  effi- 
ciency of  the  correspondent  comes  into  play.  It  is 
not  the  task  of  an  amateur  to  convince  a  man  who 
does  not  wish  to  be  convinced,  or  to  compel  through 
mere  written  words  a  dishonest  man  to  do  the  right 
thing. 


146  MODERN   BUSINESS    CORRESPONDENCE 

That  is  why  the  writing  of  conciliatory  letters 
takes  rank  above  anything  else  the  correspondent 
will  have  to  do.  When  there  is  a  clear  case  against 
a  man  or  a  firm  it  is  a  matter  for  the  collection  de- 
partment to  place  in  the  hands  of  an  attorney,  pro- 
viding the  man  or  firm  has  property  which  may  be 
levied  upon.  But  cases  are  common  where  a  dis- 
honest and  impecuniary  customer  has  been  so  han- 
dled by  letter  that  a  claim  on  him  would  receive  his 
favorable  attention  in  preference  to  another  claim 
by  another  firm  which  would  appear  to  be  more  im- 
perative at  the  time. 

Let  me  repeat  a  story  told  of  a  prominent  Chicago 
manufacturer.  Although  somewhat  intemperate  in 
speech  he  is  an  accomplished  diplomat  in  writing. 
One  of  his  customers,  an  habitual  "kicker"  wrote 
an  unusually  fault-finding  letter.  When  Mr.  A. 
reached  the  letter  he  read  it  through  carefully,  then 
slammed  it  down  on  his  desk  exclaiming : 

" There 's  that  idiot  broken  loose  again!  If  he 
had  the  brains  of  a  rooster  he  would  know  that  we 
cannot  be  responsible  for  damages  to  goods  in  tran- 
sit. We  have  written  him  at  least  a  dozen  times  to 
obtain  a  written  acknowledgment  from  his  local 


LETTEKS   OF    CONCILIATION  147 

agent  that  goods  are  received  in  damaged  condition 
before  he  accepts  them.  Then,  since  we  have  a  re- 
ceipt for  the  goods  in  good  condition  at  this  end, 
we  would  have  recourse  on  the  railroad  for  the 
breakage.  This  firm  would  be  better  off  without 
the  trade  of  such  as  him  and  he  deserves  to  be  told 
so  in  plain  words. " 

Turning  to  his  stenographer  he  snapped: 
"Here,  Miss  B.,  take  a  letter  to  B.  Z.  Grumbler 
and  get  it  out  at  once  for  the  next  mail."    Then  he 
proceeded  to  dictate: 

"We  have  your  esteemed  favor  of  the 
third  inst.  and  are  very  sorry  that  our  last 
shipment  arrived  in  damaged  condition.  We 
are  at  a  loss  to  account  for  such  a  condi- 
tion of  affairs,  but  value  your  patronage 
too  highly  to  argue  the  point.  Kindly  re- 
turn to  us  as  many  of  the  goods  as  are  dam- 
aged and  we  will  replace  them  promptly, 
prepaid. 

"The  railroad  company  is  at  fault,  of 
course,  and  had  you  obtained  acknowledg- 
ment from  your  agent  we  could  have  col- 
lected damages  from  them. 

"Eegretting  the  annoyance  and  thank- 
ing you  for  calling  our  attention  to  the  mat- 
ter, we  are," 

This  merely  serves  to  illustrate  the  point  that, 
however  exasperating  the  circumstances  it  is  good 


148  MODERN    BUSINESS    CORRESPONDENCE 

policy  and  good  business  not  to  show  a  ruffled  feel- 
ing in  correspondence. 

You  can  damn  a  man  to  his  face  and  increase  his 
love  for  you  at  the  same  time — if  you  know  how — 
but  when  it  goes  down  in  black  and  white  and 
reaches  your  man  in  the  quiet  of  his  office,  unaccom- 
panied by  the  half -concealed  twinkle  of  an  eye,  you 
can  bank  on  scoring  an  offense  every  shot. 

An  old  saw  says  that  you  can  catch  more  flies  with 
molasses  than  with  vinegar.  This  applies  to  men 
with  equal  force  and  pertinence.  If  you  are  hoping 
or  expecting  to  get  your  business  into  a  condition 
where  there  will  be  no  complaint  you  are  preparing 
for  disappointment. 

A  writer  on  the  subject  says : 

"A  curt  and  badly  constructed  letter  may  not  ex- 
press the  writer's  real  feeling;  but  the  recipient— 
not  being  a  mind-reader — construes  the  letter  for  its 
face  value,  and  places  his  order  with  a  competitor. 
Such  a  letter  can  easily  open  the  way  for  the  es- 
trangement of  an  old  and  valued  customer,  or 
agency.  A  speck  of  cinder  isn't  of  much  value  as  a 
heat  producer  under  the  boiler,  but  if  located  under 
the  eyelid  it  assumes  gigantic  proportions  and  im- 


LETTERS   OF    CONCILIATION  149 

portance.  Be  careful  of  the  little  square-cornered 
words.  Wrongly  placed  they  can  break  the  bonds 
that  it  has  taken  years  to  cultivate. 

"On  the  other  hand,  a  tactful,  diplomatic,  care- 
fully dictated  letter  will,  time  and  again,  win  vic- 
tory out  of  the  very  jaws  of  defeat;  redeem  a  bad 
situation;  appease  a  dissatisfied  patron;  effect  a  set- 
tlement without  giving  offence." 

Under  no  circumstances  should  a  misstatement  be 
made  in  a  letter,  nor  should  there  be  any  part,  or 
paragraph,  calculated  to  give  a  wrong  impression. 
If  you  have  made  a  mistake,  accept  the  situation 
frankly  and  show  every  disposition  to  make  amends. 

In  a  spirit  of  charity  it  is  well  to  remember  that 
"  there  are  few,  very  few,  who  have  the  will  and  the 
ability  to  represent  facts  truly."  Some  men,  of  nar- 
row mental  horizon  and  experience,  find  it  extremely 
easy  to  write  a  letter  full  of  complaints  and  criti- 
cism with  a  very  little  basis  of  fact.  What  they  see 
exclusively  they  are  apt  to  see  with  a  mistaken  idea 
of  proportion,  and  a  trivial  thing  in  the  heat  of  the 
moment  is  many  times  magnified. 

The  careful  and  experienced  Correspondent  will 
deftly  weigh  every  point  of  claim  or  complaint,  set- 


150  MODERN   BUSINESS   COERESPONDENCE 

ting  forth  actual  conditions  and  intentions  with  a 
directness  and  evident  fairness  that  carries  convic- 
tion and  conciliation  in  every  line. 

An  illustration  may  be  given  to  show  how  a  valued 
agency  was  reclaimed,  or  saved,  in  the  nick  of  time. 
A  New  York  manufacturing  concern  was  shipping 
a  large  amount  of  machinery  to  Europe  through  its 
London  agent.  The  agency  was  the  largest  and  most 
profitable  one  connected  with  the  company,  but,  be- 
cause of  neglected  and  carelessly  handled  corre- 
spondence, they  had  almost  determined  to  erect  a 
plant  and  manufacture  a  similar  line  of  machines 
for  themselves.  Just  at  this  time  a  change  was 
made  in  the  sales  management  of  the  New  York  com- 
pany. In  going  over  the  affairs  of  agents,  branch 
offices,  etc.,  the  new  manager  discovered  the  strained 
relationship  which  existed  between  the  Company 
and  the  London  office,  as  well  as  between  several  of 
the  home  agencies.  He  immediately  set  to  work  to 
retrieve  the  lost  ground  and  to  bring  about  a  better 
understanding  and  a  closer  bond  of  business  rela- 
tionship. In  investigating  the  orders  on  file  he 
found  one  from  the  London  agency  seven  months 
old.  Other  orders  were  long  overdue.  These  were 


LETTERS   OF    CONCILIATION  151 

immediately  cared  for  in  a  prompt  and  careful  man- 
ner, and  great  care  was  taken  in  answering  letters 
to  have  the  replies  catch  the  earliest  possible 
steamer,  so  that  they  would  reach  the  London  office 
with  as  little  delay  as  possible.  No  notice  had  been 
sent  to  the  various  agents  about  there  being  a  change 
in  the  sales  management,  but  the  improved  method 
of  handling  the  business  attracted  immediate  atten- 
tion, and  within  a  month  letters  were  received  from 
the  London  office  which  acknowledged  the  improved 
conditions  and  tendering  their  thanks  and  apprecia- 
tion to  the  individual,  whoever  he  was,  responsible 
for  it.  The  domestic  branch  offices  and  agencies  of 
the  company  showed  their  appreciation  in  a  similar 
manner,  and  the  general  business  of  the  company 
began  at  once  to  take  on  new  activity  and  larger  pro- 
portions. 

It  very  frequently  happens  that  the  men  who  are 
best  adapted  to  make  a  successful  personal  inter- 
view are  not  fitted  for  correspondents.  They  have 
not  the  ability  to  put  into  a  letter  that  quality  or 
influence  which  makes  them  successful  in  personal 
interviews.  This  is  not  due  to  a  lack  of  native  in- 


152  MODERN   BUSINESS    CORRESPONDENCE 

telligence  or  education,  and  I  doubt  if  any  amount 
of  training  would  give  them  the  ability  to  write  suc- 
cessful letters. 

On  the  other  hand  we  very  frequently  find  men 
who  are  so  peculiarly  constituted  that  they  are  able 
to  write  highly  successful  letters,  yet  are  totally  un- 
fitted to  meet  customers  personally.  They  seem  to 
have  a  facility  of  thought  expression  and  are  able 
to  put  a  cordial  personality  into  a  letter,  whereas 
when  they  meet  a  customer  personally  they  repel 
rather  than  attract.  Just  what  the  reason  may  be 
for  this  differentiation  in  individuals  the  writer 
must  leave  to  some  one  more  versed  in  psychology. 
Once  in  a  while  we  discover  the  rare  combination 
of  person  who  is  both  successful  in  personal  inter- 
views and  in  his  correspondence.  Serious  mistakes 
are  made  by  merchants  and  manufacturers  by  fail- 
ing to  carefully  select  their  Correspondence  clerk. 
Because  a  young  man  has  had  a  college  education, 
an  extensive  vocabulary  and  a  fair  knowledge  of  the 
goods  sold  is  not  a  warrant  that  he  will  make  a  suc- 
cessful correspondent.  One  of  the  best  correspond- 
ents that  I  ever  met  never  attended  school  a  day  in 
his  life.  All  the  education  he  had  he  got  from  read- 


LETTERS   OF    CONCILIATION  153 

ing  and  by  intercourse  with  people.  But  he  could 
write  the  most  winning  and  attractive  letter.  He 
had  the  ability  to  put  heart  and  soul  into  his  letters. 
He  was  also  a  most  successful  interviewer. 


154  MODERN   BUSINESS    CORRESPONDENCE 


CALL-UP  SYSTEMS. 

Of  the  greatest  importance  in  any  correspondence 
system  is  a  simple  and  sure  method  of  keeping  track 
of  those  letters  which  cannot,  for  one  reason  or  an- 
other, be  fully  disposed  of  in  the  first  answer,  and 
perhaps  not  disposed  of  finally  until  several  in- 
quiries and  replies  have  been  exchanged.  There  are 
many  causes  which  make  it  imperative  to  again 
refer  to  certain  letters  and  inquiries  upon  certain 
subsequent,  predetermined  dates. 

A  quotation  is  made  and  must  be  "followed  up," 
say,  in  five  days  or  ten  days,  or  at  the  end  of  a 
longer  period.  Also  letters  of  inquiry,  indicating  a 
prospective  buyer,  must  be  surely  kept  in  view  and 
followed  up  until  the  order  is  landed  or  information 
secured  which  definitely  closes  the  inquiry.  The  Sales 
Department,  the  Promotion  Department,  and  the  Col- 
lection Department  in  any  business  must  be  equipped 
with  a  dependable  "follow-up''  or  "call-up"  system. 
The  more  nearly  this  system  is  automatic  and  me- 
chanical the  better  it  will  be,  because  it  relieves  the 


CALL-UP   SYSTEMS  155 

mind  and  conserves  the  energy  of  the  executive  just 
to  the  extent  that  it  substitutes  mechanism  for 
memory. 

Call-up  systems  may  be  arranged  on  either  of  five 
or  six  plans.  The  nature  and  volume  of  business  to 
be  handled  must  determine  which  system  is  best 
suited.  For  handling  a  small  volume  of  correspond- 
ence the  simple  desk  file  or  folder  having  the  days 
of  the  week  tabbed  on  the  separate  divisions  may 
fully  answer  the  purpose.  For  instance,  a  letter 
which  comes  in  Monday  the  1st  may  be  answered 
and  set  ahead  for  further  attention  on  any  subse- 
quent day  of  the  week  or  month  by  simply  filing  it 
under  the  desired  day.  This  small  file,  in  the  nature 
of  a  portfolio,  is  kept  on  the  desk ;  and  each  morning 
the  letters  in  the  divisions  for  that  day  are  gone 
over  again  and  given  whatever  attention  is  needed 
—perhaps  set  farther  ahead  still  until  finally  dis- 
posed of  and  transferred  to  the  permanent  file. 

A  larger  form  of  this  simple  call-up  is  the  "  tick- 
ler.fi  This  is  a  substantial  wooden  box,  with  or 
without  a  cover,  made  large  enough  to  accommodate 
the  regular  letter  size  folders  and  guides  (Fig.  1), 
In  this  the  letters  are  filed  vertically  according  to  the 


156 


MODERN    BUSINESS   CORRESPONDENCE 


FIG.1 


day  of  the  week  or 
month  on  which  it 
is  desired  to  refer 
to  them  and  there 
may  be  also  added 
a  series  of  "  month 
guides, ' '  so  that  the 
letters  may  be  set 
ahead  for  any 
month  during  the 

year.  For  instance,  it  may  develop  that  Simpson  & 
Company  will  not  be  ready  to  place  their  orders 
until  the  following  December.  The  letter  is  there- 
fore placed  behind  the  December  guide.  On  the  first 
day  of  December  all  letters  in  that  division  are  gone 
over  and  disposed  of  according  to  circumstances,  and 
the  information,  or  action,  which  may  have  devel- 
oped during  the  interval. 

These  two  simple  systems  are,  of  course,  only 
adapted  to  the  handling  of  a  moderate  volume  of 
call-ups.  They  are  usually  cared  for  by  the  exec- 
utive himself  or  his  stenographer,  and  do  not  neces- 
sarily involve  the  services  of  a  special  filing  clerk. 
From  these  two  plans  have  been  developed  the  ex- 
tensive, finely  divided  systems  for  handling  thou- 
sands or  hundreds  of  thousands  of  call-ups. 
It  will  be  seen  that  the  above  simple  plans  involve 


CALL-UP   SYSTEMS 


157 


the  holding  of  letters  themselves  in  these  call-up 
files.  With  a  small  volume  of  correspondence, 
largely,  or  perhaps  solely,  attended  to  by  the  pro- 
prietor, this  is  permissible;  but  with  a  larger  busi- 
ness such  a  method  would  be  dangerous  and  imprac- 
ticable. 

One  of  the  plans  for  handling  an  extensive  corre- 
spondence is  by  the  use  of  "signal  cards."  One  of 
these  forms  is  illustrated  by  Fig.  2 : 


123456789    10    11     1 2    1 3    14    15    16    1 7    18    19    20    21    22    23    24   25    26    27    28    29    30    31 
NAME  FILE  NO. 


TOWN 


STATE 


RATING 


SOURCE 


WHOSETERRITORY 


BUSINESS 


WE   WROTE 

THEY  WROTE. 

ORDERS, 

DATZ 

01  H. 

CAT. 

SPECIAL 

DATE 

REMARKS 











Form  3. 


Yawman  &  Erbe  Mfg.  Co.,  Rochester,  N.  Y. 


158  MODERN    BUSINESS    CORRESPONDENCE 

The  arrangement  of  spaces  for  detailed  informa- 
tion on  these  cards  may  be  altered  to  suit  the  kind 
of  business;  but  the  form  shown  has  been  made  to 
cover  a  wide  variety  of  business  requirements  and 
is  in  use  by  a  great  many  concerns. 

To  illustrate:  We  get  an  inquiry  for  quotations. 
We  answer  the  inquiry,  and,  before  filing,  fill  out  a 
card  like  the  one  shown  (Fig.  2)  with  the  party 's 
name  and  such  other  information  as  is  at  hand  re- 
garding the  "  prospect. "  Supposing  his  inquiry  was 
dated  the  1st  of  the  month  and  our  reply  the  3d,  we 
should  hear  further  from  him  before  the  15th,  if  he 
does  not  overlook  the  matter.  If  he  does,  it  is  our 
purpose  to  follow  up  with  other  letters  and  keep 
the  matter  before  him.  On  the  card  we  have  filled 
out  we  slip  the  little  metal  signal  over  the  date  "  15  " 
on  the  upper  margin  and  place  the  card  in  the  card 
drawer  where  it  belongs.  The  letters  are  filed  away 
in  the  vertical  file  drawer,  in  the  folder  correspond- 
ing in  number  with  the  1 1  File  No.  -  '  shown  on  the 
upper  right-hand  corner  of  the  card,  which  number 
the  file  clerk  has  assigned.  However,  the  call-up  card 
itself  is  filed  in  a  separate  card  index  call-up  file. 
They  may  be  filed  alphabetically  with  an  A-to-Z  in- 


CALL-UP   SYSTEMS  159 

dex ;  or,  if  it  is  necessary  to  set  the  call-up  ahead  of 
the  current  month,  it  is  put  behind  the  guide  for  the 
required  month. 

It  is  obvious  that  all  of  the  "signals"  covering 
the  figure  15,  no  matter  where  located  alphabetically 
in  the  file,  will  " line-up."  So  will  all  other  like 
dates  line-up.  On  the  15th  the  clerk  can  select  at  a 
glance  every  card  requiring  attention.  The  cards 
are  taken  out,  and  the  file  folders  containing  the 
correspondence  are  also  taken  from  the  regular  let- 
ter files.  The  cards  and  the  letters  are  laid  on  the 
manager's  desk.  He  has,  therefore,  a  concise  report 
on  the  face  of  each  card,  of  the  date  and  the  nature 
of  all  previous  letters  and  answers,  and  generally  by 
a  perusal  of  the  last  letter  and  answer  can  deter- 
mine the  nature  of  the  letter  to  be  written  on  that 
date  or  what  other  disposition  is  to  be  made  of  the 
correspondence. 

Another  method  is  by  the  use  of  a  plain,  thin 
white  card,  3x5  inches.  On  this  is  typewritten  the 
customer's  name,  address,  nature  of  inquiry,  and:  if 
the  numerical  system  of  filing  is  used,  the  file  num- 
ber. This  card  is  placed  alphabetically  in  the  call-up, 
but  is  accompanied  by  a  date-tab  card  bearing  the 


160  MODERN   BUSINESS    CORRESPONDENCE 

special  date  upon  which  the  call-up  is  desired. 
These  date-tab  cards  may  be  purchased  either  with 
single  dates,  from  1  to  31,  or  the  dates  may  be 
grouped  in  only  12  positions,  making  12  cards  an- 
swer the  purpose  instead  of  31. 

Still  another  method  is  a  combination  of  the  al- 
phabetical method  and  the  date-tab  facilities  for 
finding  a  call-up,  as,  when  the  other  fellow  answers 
previous  to  the  set  call-up  date.  For  instance: 
Simpson  &  Company  may  have  originally  stated  that 
they  would  not  be  ready  to  consider  purchases  until 
Dec.  10th.  The  call-up  was  set  for  that  time.  How- 
ever, they  may  change  their  minds  and  write 
that  they  are  ready  sooner  than  expected.  With- 
out the  alphabetical  guides  it  would  be  neces- 
sary to  hunt  through  the  entire  thirty-one  compart- 
ments in  order  to  locate  the  Simpson  card.  Of 
course,  in  the  large  systems,  where  the  letters  them- 
selves are  not  held  out  of  the  file,  the  letters  in  the 
case  could  be  located  in  the  regular  files  without  ref- 
erence to  the  call-up  cards.  But  even  then  it  is  nec- 
essary to  find  the  call-up  card  in  order  to  enter  the 
proper  record  and  to  set  a  new  date  for  call-up. 
Some  correspondents  blue-pencil  the  margin  of  the 


CALL-UP   SYSTEMS  161 

original  letter  with  the  successive  call-up  dates, 
checking  off  old  ones  as  the  later  ones  are  added. 
This  serves  as  a  convenient  cross-index  of  the  call- 
up  file,  and  is  frequently  of  service. 

It  would  be  possible  to  describe  other  variations 
and  features  of  call-up  systems,  but  the  author 
deems  it  unnecessary  and  impracticable  for  two 
reasons:  without  actual  diagrams  of  the  various 
card  forms  and  illustrations  of  the  many  purely 
mechanical  equipments,  no  descriptive  text  would 
convey  a  workable  knowledge ;  and  since  no  one  could 
very  easily  manufacture  their  own  call-up  equip- 
ment it  is  necessary  to  go  to  some  one  of  the  score 
of  manufacturing  jobbers  in  these  supplies.  From 
any  one,  or  all,  of  these  catalogues  may  be  obtained 
for  the  asking,  showing  with  elaborate  colored  illus- 
trations all  of  the  various  phases  of  the  call-up 
idea. 

Better  still  is  a  call  from  one  of  their  salesmen 
or  a  personal  visit  to  the  general  sales  rooms.  By 
either  of  these  one  can  become  graphically  educated, 
by  actual  demonstration  and  exhibit,  and  advised 
concerning  every  feature  of  a  call-up  system  adapted 
to  his  particular  needs,  whether  they  be  simple  and 


162  MODERN    BUSINESS    CORRESPONDENCE 

primitive,  or  whether  they  involve  the  handling  of 
a  vast  correspondence. 

The  value  and  importance  of  some  system  of  call- 
up  is  much  too  great  to  be  neglected  by  any  live, 
wide-awake,  progressive  concern.  The  cost  is  not 
great ;  in  fact,  it  is  almost  a  negligible  consideration 
because  of  the  benefits  to  the  business,  resulting  from 
an  intelligent  use  of  a  call-up  system. 


INTERNAL   AND   DEPARTMENTAL  163 


INTERNAL   AND    DEPARTMENTAL   CORRE- 
SPONDENCE. 

It  is  just  as  essential  that  the  Internal  correspond- 
ence of  a  business  house — the  letters  between  the 
various  departments,  and  between  the  company  and 
its  agencies — be  completely  systematized  as  it  is 
that  the  mechanical  features  of  the  shop  or  office  be 
systematically  conducted.  Much  of  the  success  with 
which  a  large  and  involved  correspondence  is  dis- 
patched depends  upon  the  system  with  which  it  is 
handled.  Certain  machinery  of  correspondence  is  as 
vital  as  the  right  mental  qualifications  for  this 
peculiar  branch  of  business  letter  writing.  Specially 
prepared  forms  and  colors  of  stationery  are  essen- 
tial to  a  complete  system  of  internal  correspond- 
ence. A  theoretical  discussion  of  the  subject  will 
not  throw  much  light  on  the  subject.  This  purpose 
is  better  served  by  minutely  describing  a  thoroughly 
practical  system  devised  for  the  use  of  a  large  man- 
ufacturing establishment  embracing  numerous  de- 
partments and  having  a  number  of  agencies  and 
branch  offices. 


164  MODERN    BUSINESS    CORRESPONDENCE 

At  the  start,  let  it  be  understood  that  all  sheets 
intended  for  internal  and  agency  correspondence 
should  be  cut  exactly  to  the  standard  size  (8y2xll 
inches),  and  no  deviation  from  this  should  be  allowed 
under  any  circumstance,  either  in  originals  or  car- 
bon copies.  The  modern  method  of  vertical  filing 
makes  this  absolutely  necessary.  It  is  a  most  excel- 
lent idea,  and  almost  the  only  successful  method,  for 
a  general  office  to  supply  not  only  its  branch  offices 
but  its  more  or  less  independent  agencies,  with  letter 
heads  and  forms  intended  for  internal  work.  This 
will  insure  uniformity  in  size,  weight  and  color 
scheme,  and  will  contribute  greatly  to  the  facility  of 
handling  letters  either  singly  or  en  masse. 

The  system  as  planned  for  the  manufacturing  com- 
pany referred  to  was  extremely  simple,  yet  it  was 
the  means  of  obviating  many  complications,  delays 
and  letters  of  controversy. 

For  general  correspondence  the  letter  heads  were 
"  blocked "  alternately  with  the  sheets  for  duplicate 
copies.  The  letter  heads  were  numbered  consec- 
utively, the  copy  sheet  being  numbered  in  duplicate. 
When  writing,  the  stenographer  pulled  off  the  "orig- 
inal" and  the  duplicate  sheets  together,  slipping  the 
carbon  sheet  between  them. 


INTERNAL    AND   DEPARTMENTAL  l65 

One  subject  only  was  treated  in  a  letter.  Confin- 
ing each  letter  to  a  single  subject  is  of  the  greatest 
importance  in  agency  or  departmental  correspond- 
ence. It  avoids  confusion,  oversight  and  delays. 
When  each  letter  deals  with  a  specific  and  single 
subject  it  can  be  referred  to  the  proper  department 
without  danger  that  any  part,  or  special  point,  or 
question  will  be  overlooked  or  delayed.  Too  much 
emphasis  cannot  be  put  on  this  single  feature,  and 
branch  offices  and  agencies  should  be  carefully 
coached  in  this  detail. 

Numbering  the  letters  has  this  advantage:  Fre- 
quently several  letters  are  written  to  branch  offices 
or  agencies  each  day.  The  usual  conventional  reply, 
"We  have  your  favor  of  the  ....,"  is  not  specific 
enough  to  indicate  the  exact  letter  referred  to  un- 
less the  subject  of  the  letter  is  also  mentioned.  Bef- 
ence  to  the  communication  by  number  identifies  it 
instantly  and  beyond  the  possibility  of  error. 

But  the  skillful  correspondence  clerk,  whether 
letter  heads  are  thus  numbered  or  not,  is  seldom  at 
a  loss  to  recognize  correspondence  on  any  partic- 
ular subject  quickly,  because  through  long  experi- 
ence he  has  acquired  the  habit  of  grouping  his  re- 


166  MODERN    BUSINESS    CORRESPONDENCE 

marks,  in  the  letters  which  he  writes,  about  a  nucleus 
of  two  or  more  "key  words"  for  the  guidance  of 
the  reader.  And  he  consistently  expects  and  finds 
the  same  "key  words"  in  letters  addressed  to  him. 
It  is  a  sort  of  unwritten  law  of  business  letter-writ- 
ing that  some  short  combination  of  suggestive  words 
be  taken  from  the  language  of  the  first  writer  on 
the  subject  and  incorporated  in  the  first  paragraph 
of  each  letter  throughout  a  series.  In  the  following 
example  of  this  usage  the  "key  words"  are  printed 
in  italics : 

* '  Gentlemen : 

Enclosed  we  are  sending  you  an  itemized 
statement  of  repairs  made  by  this  Company 
on  car  C.  R.  I.  &  P.  41688, — defective  flange, 
Sc. 

This  car  was  set  out  of  the  train  at  Ches- 
ter Siding  on  account  of  defects  one  hour 
after  having  been  received  from  your  yards 
on  the  10th  inst.  Inasmuch  as  the  distance 
is  so  short,  all  these  defects  could  not  pos- 
sibly have  developed  since  the  car  was  re- 
ceived from  you,  and  we  must  insist  that 
you  accept  responsibility  for  them  and  au- 
thorize this  company  to  bill  on  you  for  the 
amount  in  question.  Yours  truly, " 

A  slight  variation  from  this,  uaed  largely  in  tbe 
correspondence  of  railroads  and  large  contractiBg 


INTERNAL    AND    DEPARTMENTAL  167 

firms,  is  the  placing  of  such  a  subject  heading  in  cap- 
itals at  the  top  of  each  letter.  If  this  is  intelligently 
done  it  is  found  to  be  of  material  assistance  in  some 
lines  of  business,  without  reference  to  numbers  or 
index.  A  letter  thus  labeled  is  "placed"  in  the  mind 
of  the  reader  instantly,  as  will  be  seen  by  the  fol- 
lowing : 

July  22,  1908. 

DEFECTIVE  FLANGE,  CEI&P  41688. 
' i  Gentlemen : 

Replying  to  your  letter  of  the  12th  inst. 
we  beg  to  inform  you  that  the  report  of  our 
car  inspector  at  Bingo  Junction  for  the 
date  shown  on  your  claim  shows  conclu- 
sively that  the  car  was  inspected  minutely 
by  him,  and  that  there  was  at  that  time  no  , 
evidence  of  the  defects  to  which  you  refer. 
The  car  must  undoubtedly  have  been  dam- 
aged after  it  had  pass-ed  into  your  hands, 
and  we  must,  therefore,  decline  again  to  en- 
tertain this  claim,  and  we  return  herewith 
your  statement. 

We  would  say  further  that  unless  future 
claims  are  accompanied  by  defect  card  is- 
sued by  our  inspectors  we  shall  in  no  case 
pass  them  for  payment.  Yours  truly," 

However,  the  reference  by  the  number  printed  on 
each  letter  head  is  often  very  helpful  and  definite 
when  used  along  with  the  extra  precaution  of  a  sub- 
ject key. 


168  MODERN    BUSINESS    CORRESPONDENCE 

A  more  common  system  of  numbering  letters,  and 
one  which  is  becoming  more  and  more  popular  in 
very  large  offices  is  one  in  which  the  file  clerk  places 
a  file  number  on  each  letter.  By  the  use  of  this 
method  all  the  letters  on  a  particular  subject  will 
bear  numbers  very  nearly,  if  not  exactly,  the  same, 
instead  of  each  individual  letter  bearing  a  separate 
number.  What  number  shall  be  put  on  a  given  letter 
is  determined  by  reference  to  a  card  digest  of  sub- 
jects on  the  clerk's  desk.  This  consists  of  a  very 
small  card  tray  with  not  more  than  two  hundred 
cards  and  a  set  of  alphabetical  guides.  On  these 
cards  the  range  of  subjects,  which  a  survey  of  the 
preceding  year's  correspondence  shows  are  likely 
to  arise,  are  carefully  classified  and  a  block  of  num- 
bers assigned  to  each — that  is,  so  many  "tens"  of 
numbers  to  each  sub-heading,  until  the  field  is  cov- 
ered. The  capacity  of  the  vertical  file  at  hand  must 
be  kept  in  mind,  and  not  too  many  numbers  assigned 
to  obscure  subjects,  so  as  to  leave  a  great  number 
of  empty  folders  at  the  end  of  the  year — transfer- 
ring time. 

The  following  examples  would  probably  not  apply 
to  any  actual  set  of  correspondence  exactly,  but  are 


INTERNAL    AND   DEPARTMENTAL  169 

consistent  enough  to  illustrate  the  method  of  index- 
ing. In  the  small  card  tray  on  the  desk  of  the  man 
who  marks  the  letters  before  they  go  out,  there  would 
be  a  "key  card"  like  the  following,  to  show  the  dis- 
tribution of  numbers  assigned  to  a  general  division 
of  the  correspondence : 


KEY  CARD  CLAIMS  400  to  499 

L.  E.  &  W.  Ry 400  —  409 

C.  R.  I.  &  P  Ry 410  —  419 

L.  S.  &  M.  S.  Ry 420  —  429 

C.  &  N.  W.  Ry 430  —  439 

Baltimore  &  Ohio 440  —  449 

T.  &  O.  C.    450  —  459 

A.  T.  &  S.  F 460  —  469 

470  —  479 
480  —  489 
490  —  494 

Miscellaneous  small  roads 495  —  499 


This  will  show  how  the  block  of  100  numbers  is 
assigned  to  "claims'*  and  distributed  among  the 
various  railroads  with  which  the  office  has  to  deal 
in  this  capacity.  Then,  back  of  this  key  card  would 
follow  a  card  for  each  of  the  items  shown  on  the 
above,  further  classified,  as  follows : 


170  MODERN   BUSINESS    CORRESPONDENCE 


CLAIMS  L.  E.  &  W.  400  to  409 

January  claims,  L.  E.  &  W.  Ry.  folder  No 400 

February 401 

March 402 

April 403 

May 404 

June 405 

July 406 

August  and  September 407 

October 408 

November  and  December. . .  409 


With  a  carefully  prepared  digest  of  last  year's 
correspondence  in  the  form  of  a  card  index  like  the 
above,  it  is  a  very  easy  matter  to  determine  what 
number  should  go  on  a  letter  on  any  subject  that 
may  come  up.  This  much  is  purely  theory.  The 
letters  are  numbered  and  filed  according  to  this 
theory — the  numbers  having  been  determined  with- 
out respect  to  any  particular  letter,  and  before  any 
of  the  letters  were  written  or  thought  about. 

When  the  carbon  copies  are  filed  they  are  indexed 
on  cards  of  the  same  size,  the  regular  3x5-inch  cards. 
Each  carbon  copy  or  received  letter  that  comes  to 
the  file  clerk,  unless  there  is  already  a  quantity  of 
letters  on  the  same  specific  subject  in  one  of  the  fold- 
ers, is  indexed  on  a  card,  using  one  line  thereon,  as 
follows : 


INTERNAL   AND   DEPARTMENTAL  171 


BROKEN  FLANGES,  ETC. 
Date.  Folder. 

3-14— C.  R.  I.  &  P.  41688  at  Bingo  Jet 412 

5-8  —A.  T.  &  S.  F.  car  4620,  derailed  at  Delaware,  464 
6-1  — B.  &  O.  Claim  No.  119872 .475 


In  this  system  there  are  two  ways  of  finding  lost 
papers :  In  the  regular  file  index  and  by  means  of 
the  digest  on  the  desk  of  the  man  who  numbers.  A 
mistake  on  the  part  of  either  is  guarded  against  by 
the  other.  The  digest,  if  consistent,  shows  what  the 
number  ought  to  be,  and  the  index,  if  correct,  shows 
what  the  number  actually  is. 

There  is  another  advantage  to  this  system,  and 
that  is :  After  it  has  been  used  for  a  time  those  who 
have  to  deal  with  it  will  become  so  familiar  with  the 
general  number  of  a  railroad,  viz. :  L.  E.  &  W.  would 
be  400,  C.  B.  I.  &  P.  would  be  410,  etc.— that  they 
may  go  straight  to  the  files  without  referring  to  an 
index  and  find  papers. 

This  small  card  index  is  used  only  for  reference 


172  MODERN    BUSINESS    CORRESPONDENCE 

of  the  clerk  who  marks  the  letters.  When  they  are 
filed,  they  are  indexed  individually,  instead  of  in  a 
general  way,  on  the  regular  file  index  cards,  which 
may  be  very  numerous  and  fill  many  drawers  in  a 
cabinet.  This  method,  however,  is  too  complicated 
for  any  but  a  very  large  concern,  and  is  used  mostly 
by  railroads  and  the  United  States  Government. 

The  company  to  which  I  referred  a,t  the  beginning 
of  the  chapter  carried  on  a  heavy  correspondence 
with  a  factory  which  was  located  some  miles  distant. 
Numerous  special  forms  for  transmitting  shipping 
orders  were  devised.  A  form  of  factory  letter-head 
like  the  following  was  used : 


Subject.  . 

LETTER  TO  FACTORY. 
....        File  No 

Mr  

Date  

(Body  of 

letter)  

Two  carbon  copies  were  made  of  every  letter  to 
the  factory.  One  was  sent  to  the  regular  filing  clerk 
to  be  filed  as  usual;  the  second  copy  was  punched 


INTERNAL    AND    DEPARTMENTAL  173 

and  filed  consecutively  in  a  convenient  binder  which 
was  kept  on  the  sales  manager's  desk.  This  gave 
him  an  instantaneous  means  of  reference  to  current 
matters  likely  to  become  the  subject  of  inquiry  or 
controversy:  promises  of  delivery,  delayed  ship- 
ments, complaints,  reports  on  returned  goods,  etc. 
A  binder  was  also  kept  for  the  letters  from  the  fac- 
tory. This  was  found  to  be  more  convenient  than 
putting  the  letters  immediately  in  the  regular  filing 
department,  which,  as  is  often  the  case,  was  not  con- 
ducted with  the  exactness  and  accuracy  which  would 
be  necessary  to  avoid  great  loss  of  time.  As  soon 
as  the  matters  involved  in  this  correspondence  were 
disposed  of,  the  letters  from  the  factory  covering 
the  points  in  question  were  removed  from  the  binder 
and  sent  to  the  filing  department.  This  kept  the 
"live"  matter  only  in  the  desk  binder. 

The  file  kept  in  this  manner  served  also  as  a 
"  tickler "  or  daily  reminder,  as  it  was  self-evident 
that  the  letters  in  that  binder  represented  subjects 
still  undisposed  of  and  under  current  consideration. 
Again,  it  proved  an  invaluable  aid  in  preventing 
oversight  and  delays.  The  same  weeding-out  proc- 


174  MODERN   BUSINESS    CORRESPONDENCE 

ess  was  followed  with  the  carbon-copy  file  of  letters 
to  the  factory. 

When  a  matter  was  disposed  of  the  carbon  copy 
was  removed  from  the  "live  file"  and  transferred  to 
a.  "dead  letter"  file.  These  were  not  sent  to  the 
regular  filing  department  because  the  first  carbons 
were  already  filed  there  and  also  because  it  was 
often  necessary  to  re-open  a  case  and  refer  to  mat- 
ters that  were  supposed  to  have  been  finally  settled. 
Correspondence  at  this  desk  was  heavy,  involving 
contracts  and  orders  amounting  to  thousands  of 
dollars  daily.  The  force  of  the  filing  department 
was  not  so  efficient  that  it  could  be  depended  upon 
to  lose  no  papers  and  to  produce  them  quickly  when 
called  for,  and  this  plan  was  adopted  in  the  depart- 
ments where  the  business  handled  was  greatest. 

A  binder  file  was  also  kept  of  all  quotations,  price 
lists,  charges,  stock  lists  and  instructions  sent  to 
each  branch  office  and  agency.  These  also  were 
numbered  and  dated. 

With  each  letter  of  the  latter  description  a  postal 
card,  having  a  blank  form  of  acknowledgment 
printed  on  the  reverse  side,  was  enclosed.  This 
form  was  as  follows: 


INTERNAL   AND   DEPARTMENTAL  175 


POSTAL  CARD. 

Form  No.  8.  Date 

Town 

Gentlemen : 
I  hereby  acknowledge  receipt  of  your 

letter,  No ,  dated 

referring  to 


On  the  reverse  side  of  this  card  was  printed  the 
name  and  address  of  the  company  so  that  when 
mailed  it  would  return  automatically. 

This  served  as  a  notice  to  the  sending  office  that 
the  advice  had  reached  its  destination  promptly,  and 
it  also  served  as  a  check  against  possible  claims, 
on  the  part  of  agents  and  salesmen,  that  they  had 
not  been  supplied  with  prices,  instructions  and  other 
information. 

With  each  letter  to  a  salesman  on  the  road  a 
similar  card  was  enclosed  for  acknowledgment. 
These  cards  were  signed  and  returned  by  agents 
and  salesmen  entirely  independent  of  any  regular 
letter  which  might  be  necessary  in  reply.  As  the 
signed  cards  came  back  they  were  checked  off  on 
the  list  of  agents'  and  salesmen's  names  to  which 


176  MODERN   BUSINESS    CORRESPONDENCE 

the  circular  information  had  been  forwarded.  If 
any  failed  to  return  the  card  they  were  at  once  writ- 
ten to  for  an  explanation  of  the  delay.  In  this  man- 
ner the  fact  that  the  letter  had  been  misdirected,  or 
had  miscarried,  was  quickly  made  apparent  and  the 
proper  steps  taken  to  duplicate  the  information. 

Special  letterheads  for  use  between  the  general 
office  and  agents  and  salesmen  were  designed  as  fol- 
lows: 

No 

From  Special  Mfg.  Co. 

Chicago. 
Date  To  

,   at 


Subject  

Answering  yours  of (etc.) 

A  supply  of  similar  sheets  were  furnished  to  each 
agent  and  branch  office.  These  were  printed  on 
paper  of  a  different  color.  An  excellent  form  for 
printed  agency  letterheads  is  as  follows: 

Use  a  separate  sheet  for  each  subject. 

From  JONES,  SMITH  &  Co.,  Pittsburg, 

To  SPECIAL  MFG.  Co.,  Chicago. 
Date  . 


Subject : 


INTERNAL    AND    DEPARTMENTAL  177 

In  small  establishments  that  have  not  reached  the 
stage  of  development  causing  departmental  organi- 
zation, necessary  "general  orders "  are  usualy  trans- 
mitted by  the  proprietor  or  manager  in  person. 
However,  this  method  is  still  tenaciously  clung  to 
by  many  houses  that  have  long  since  reached  and 
passed  the  "Department"  stage.  That  it  is  unsafe 
and  unsystematic  scarcely  needs  to  be  said.  It  is 
a  most  fruitful  source  of  misunderstanding,  mis- 
takes, delays  and  cross-purpose  efforts 

Orders  from  the  Management  to  the  various  De- 
partment Heads  should  invariably  be  in  writing. 
This  method  of  transmission  permits  the  orders  to 
be  put  in  a  clear,  concise,  definite  form  and  is,  in 
regard  to  facility  and  system,  of  fully  as  much  ben- 
efit to  the  originating  official  as  to  the  various  de- 
partment heads.  It  enables  him  to  carefully  scan, 
revise  and  strengthen  each  order,  before  it  is  pro- 
mulgated. The  copies  retained  in  the  general  order 
binder  are  of  obvious  value  in  many  ways. 

The  written  order,  if  properly  constructed,  leaves 
no  room  on  the  part  of  a  Department  Manager  for 
hesitation  or  misunderstanding.  He  has  his  instruc- 
tions in  black  and  white  and  knows  exactly  what 


178  MODERN    BUSINESS    CORRESPONDENCE 

is  expected  of  him.  It  is,  of  course,  frequently 
essary  for  the  General  Manager  to  write  special 
or  exclusive  orders,  or  instructions,  to  single  De- 
partments, but  a  large  number  of  general  orders 
are  directed  to  all  the  Departments  of  a  given  rank 
and  may  to  advantage  be  issued  in  duplicate. 

At  present  the  common  practice  seems  to  be  to 
send  the  order  as  an  exclusive  and  individual  com- 
munication and  each  department  head  has  a  blank 
general  order.  A  resourceful  general  manager  of 
my  acquaintance,  however,  devised  a  multiple  letter 
which  was  far  more  effective  than  that  generally 
used  for  the  reason  that  it  accomplished  certain  very 
desirable  results  in  addition  to  those  possible  to  the 
routine  "  multiple "  letter  which  I  have  described. 
The  form  which  he  used  was  as  follows : 

OFFICE  OF 
THE  VICE  PRESIDENT  AND  GENERAL  MANAGER. 

General  Order  No Date 

To  Messrs:    Brown, 
Waters, 
Smith, 
Fenton, 
McQueen, 
Grover, 
Foster. 
Gentlemen : — 

Upon  investigation  I  am  led  to  the  con- 
clusion that  the  efficient  operation  of  the 


INTERNAL    AND    DEPARTMENTAL  179 

system  of  records,  reports  and  accounting 
which  we  have  been  introducing  with  a 
view  to  greater  economy  of  time,  labor  and 
money  in  the  conduct  of  our  business  is  se- 
riously impaired  by  reason  of  a  lack  of  in- 
terest in  and  consequent  attention  to  its 
faithful  and  energetic  inauguration  upon 
the  part  of  the  heads  of  departments. 

You  will  all  confer  a  favor  upon  me  if 
you  will  correct  the  apathetic  disposition 
promptly.  Each  and  all  must  see  that  his 
department  carries  the  system  out  in  all  its 
details  with  thoroughness. 

Sincerely  yours, 


General  Manager. 

His  experience  with  these  devices  was  most  in- 
teresting and  I  give  it  in  his  own  words : 

"The  office  boy  who  delivered  these  multiple  let- 
ters asked  each  department  head  receiving  one  of 
them  to  place  his  initials  after  his  name  on  one  of 
the  copies.  Not  only  did  this  have  the  form  of  the 
formal  receipt  for  the  letter  but  it  also  called  the 
attention  of  each  man  to  whom  the  letter  was  ad- 
dressed to  the  fact  that  his  fellow  executives,  of 
equal  rank,  had  also  received  the  communication. 
The  effect  of  the  impression  which  this  made  on  the 
minds  of  the  men  receiving  the  letter  was  beyond 
anything  I  had  expected.  I  very  distinctly  remem- 


180  MODERN    BUSINESS    CORRESPONDENCE 

ber  that  within  one  hour  when  the  first  general  or- 
der under  this  form  was  distributed  one  of  the  ex- 
ecutives came  into  my  room  with  the  communication 
in  his  hand  and  said : 

"  'We  are  going  to  get  together  in  Brown's  room 
and  talk  this  thing  over.  There  is  one  consolation 
anyway;  the  old  man  has  included  all  of  us  in  his 
reprimand  and  I  do  not  mind  being  called  down  a 
little  when  I  know  that  all  of  the  department  heads 
are  getting  precisely  the  same  thing — and  this  let- 
ter shows  on  the  face  of  it  that  he  has  not  made 
any  exceptions.' 

"Almost  invariably  from  that  time  forward  a  little 
impromptu  conference  of  the  department  heads  fol- 
lowed the  distribution  of  a  general  order  in  this 
form.  It  was  simply  that  every  man  knew  that  the 
other  executives  had  received  the  same  communica- 
tion and  the  fact  that  they  were  all  thinking  about 
it  at  the  same  time  naturally  led  them  to  get  to- 
gether and  discuss  the  matter  at  the  moment. 

"Then,  too,  it  had  the  effect  of  making  each  man 
feel  that  he  was  being  served  the  same  as  all  his 
other  associates  of  equal  rank.  If  the  communica- 
tion had  been  addressed  personally  to  him  he  might 


INTERNAL    AND    DEPARTMENTAL  181 

have  inferred  that  it  had  also  been  sent  individually 
to  others,  but  he  could  not  have  been  sure  of  it  and 
the  doubt  would  have  operated  to  make  him  uncom- 
fortable and  very  likely  would  have  made  him  feel 
sensitive  about  discussing  the  subject  with  the  other 
department  heads,  thus  losing  the  value  of  the  in- 
formal discussion  which,  as  I  have  said,  invariably 
followed  the  distribution  of  the  general  order  under 
the  form  devised.  Then,  occasionally,  I  found  that 
there  would  be  a  difference  of  opinion  as  to  the 
exact  meaning  and  intention  in  an  order  thus  pro- 
mulgated. This  resulted  in  a  conference  with  the 
official  who  signed  the  communication  to  the  end  of 
a  perfect  understanding  of  his  intent. 

"  Under  the  old  way  the  department  head  who 
had  a  little  doubt  about  the  exact  meaning  of  the 
order  sometimes  hesitated  to  take  it  to  headquarters 
for  fear  that  the  official  would  think  him  a  trifle 
dull  or  stupid,  but  when  he  went  in  company  with 
others  for  this  opinion  he  had  no  fear  whatever  on 
this  score/' 


182  MODERN    BUSINESS    CORRESPONDENCE 


AGENCY  AND  BRANCH  OFFICE  CORRE- 
SPONDENCE. 

There  are  many  features  of  agency  and  branch  of- 
fice correspondence  which  need  careful  scrutiny  in 
order  that  the  sales  organization,  although  complex 
and  diverse  in  character,  may  operate  effectively  as 
a  unit  in  securing  right  results. 

No  two  agents  or  branch  office  managers  will  ob- 
tain results  in  the  same  manner.  They  should  not 
be  expected  to  do  so.  Besides  their  differing  per- 
sonal characteristics,  they  have  to  meet  varying 
phases  of  character  in  their  daily  contact  with  their 
trade,  and  each  must,  to  a  considerable  extent,  be 
free  to  exercise  his  individuality  in  this  task.  How- 
ever, there  must  be  a  central  plan  of  campaign  de- 
vised by  the  General  Office.  The  closer  this  plan  is 
followed  by  all  the  more  certain  will  be  the  profitable 
results.  Yet  the  wise  manager  will  not  seek  to 
trammel  his  co-workers  with  inflexible  rules  and 
hard-and-fast  regulations. 

No  merchant  or  manufacturer  can  do  better  than 


AGENCY   AND   BEANCH    OFFICE  183 

observe  the  following  exceedingly  sound  advice  by 
Arthur  Helps.  In  the  "  Choice  and  Management  of 
Agents,"  he  says: 

"You  should  behave  to  your  subordinate  agents 
in  such  a  manner  that  they  should  not  be  afraid  to 
be  frank  with  you.  They  should  be  able  to  com- 
ment freely  upon  your  directions,  and  may  thus  be- 
come your  best  counsellors.  For  those  who  are  en- 
trusted with  the  execution  of  any  work  are  likely  to 
see  things  which  have  been  overlooked  by  the  per- 
son who  designated  it;  however  sagacious  he  may 
be.  *  *  * 

"With  respect  to  those  agents  whom  you  employ  to 
represent  you,  your  inclination  should  be  to  treat 
them  with  hearty  confidence.  In  justice  to  them,  as 
well  as  for  your  own  sake,  the  limits  which  you 
lay  down  for  their  guidance  should  be  precise.  With- 
in those  limits  you  should  allow  them  a  large  dis- 
cretionary power.  You  must  be  careful  not  to  blame 
your  agent  for  departing  from  your  orders,  when  in 
fact  the  discrepancy  which  you  notice  is  nothing 
more  than  the  usual  difference  in  the  ways  in  which 
different  men  set  about  the  same  object,  even  when 


184  MODERN    BUSINESS    CORRESPONDENCE 

they  employ  similar  means  for  its  accomplishment. 
For  a  difference  of  this  kind  you  should  have  been 
prepared.  But  if  you  are  in  haste  to  blame  your 
representative,  your  captiousness  may  throw  a  great 
burden  upon  him  unnecessarily.  It  is  not  the  success 
of  the  undertaking  only  that  he  will  thenceforth  be 
intent  upon ;  he  will  be  anxious  that  each  step  should 
be  done  exactly  after  your  fancy.  And  this  may 
embarrass  him,  render  him  indecisive,  and  lead  to  his 
failing  altogether. ' ' 

As  nearly  all  the  negotiations  between  the  head  of- 
fice and  the  branch  offices  and  agencies  are  by  letter, 
this  advice  applies  directly  to  the  matter  of  corres- 
pondence. 

A  nice  distinction  is  to  be  made  between  the  exact 
method  of  treating  with  branch  offices  and  with  in- 
dependent agents.  As  usually  arranged,  the  branch 
office  manager  is  paid  a  fixed  salary  and  is  a  direct 
employee  of  the  Company,  devoting  his  time  ex- 
clusively to  its  affairs  and  looking  to  it  for  his  chief 
support  and  instructions.  Naturally  he  is  subject  to 
the  general  rules  and  orders  of  the  company  and  ex- 
pects to  be  closely  guided  thereby. 


AGENCY   AND    BRANCH    OFFICE  185 

The  independent  agent  is  engaged  in  business  for 
himself  and  handles  the  products  of  the  company 
in  an  exclusive  territory;  either  on  a  commission 
basis,  or  buying  outright  and  selling  at  a  prearranged 
margin  or  profit,  or  fixing  the  selling  price  to  suit 
himself  and  the  conditions  of  his  local  market. 

Obviously,  an  agent  of  this  character  is  to  be 
treated  on  practically  the  same  basis  as  an  ordinary 
customer.  In  fact  it  is  often  imperative  that  the 
relationship  between  such  an  agent  and  the  com- 
pany be  more  diplomatically  conserved,  than  rela- 
tions with  an  average  customer.  An  independent 
agency  frequently,  if  not  generally,  has  a  large  and 
valuable  patronage  and  often  controls  the  trade  in 
his  territory  irrespective  of  his  principals.  His  trade 
looks  to  him  as  an  authority,  as  responsible  for  the 
quality  of  the  merchandise  sold,  and  he  can  sell 
almost  anything  which  he  is  willing  to  back  with  his 
personal  reputation  for  veracity,  fair  dealing  and 
good  judgment. 

Such  an  agent  if  offended,  or  if  dissatisfied  with 
the  methods  of  the  company,  may  elect  to  discontinue 
handling  its  line  of  goods  and  take  on  a  line  manu- 
factured by  one  of  the  company's  competitors;  thus 


186  MODERN    BUSINESS    CORRESPONDENCE 

causing  the  company  the  loss  of  a  volume  of  trade  far 
in  excess  of  that  usually  at  the  command  of  the  aver- 
age customer. 

Large  manufacturers  are  keenly  alive  to  the  im- 
portance of  securing  strong,  independent  agents 
where  they  do  not  consider  it  advisable  to  establish 
branch  offices  of  their  own.  Competition  is  extreme- 
ly keen  to  close  an  agency  contract  with  desirable 
men  and  often  considerable  rivalry  is  developed  in 
the  matter.  Frequently  rival  companies  are  able  to 
discover  the  date  of  expiration  of  a  competitor's 
agency  contract,  and  get  on  the  ground  promptly 
with  attractive  inducements  for  the  desired  agent  to 
handle  their  line  exclusively. 

Consequently,  in  correspondence  and  the  general 
attitude  towards  an  agency  of  this  kind,  there  must 
be  tact  and  diplomacy  and  every  effort  made  to 
insure  a  continuity  of  business  relations.  The  per- 
sonal equation  is  an  important  factor  in  fostering  a 
bond  of  loyalty  and  mutual  confidence  and  should 
be  developed  to  as  great  an  extent  as  possible. 

One  of  the  most  important  and  diplomatic  tasks 
in  the  special  field  of  correspondence  is  that  of  "brac- 
ing up"  the  lagging  agency  without  wounding  the 


AGENCY   AND   BRANCH    OFFICE  187 

agent  who  may  be  in  a  very  independent  position 
and  possibly  inclined  to  "make  a  change, "  without 
due  provocation.  Here  is  a  letter  very  effectively 
used  (with  intelligent  variations)  for  this  purpose 
by  a  large  establishment. 

It  is  given  as  suggesting  the  possibility  of  ' '  punch- 
ing up"  an  agent  without  being  offensive  to  him. 
The  letter  is  as  follows : 

From  To 

Merchant  &  Company,     William  &  Williams 

Franklin,  Md. 


Subject,  MONTHLY  REPORT  OF  SALES. 

Gentlemen : — 

The  writer  has  just  received,  from  our 
secretary,  the  report  of  sales  of  our  various 
agents.  I  have  examined  these  with  a  great 
deal  of  care  and  interest.  I  am  particularly 
interested  in  the  report  of  your  agency. 
You  will  find  duplicate  copy  enclosed. 

Referring  to  this  report  you  will  notice 
that  while  January  sales  approximated  a 
very  satisfactory  total,  each  month  since  has 
declined  so  that  for  June  the  amount  covers 
the  price  of  a  single  machine. 

I  regret  that,  owing  to  absence,  my  atten- 
tion was  not  directed  to  this  condition 
sooner,  because  I  feel  that  there  must  be 
some  reason  for  it  and  that  there  is  also 
a  remedy.  The  longer  a  trouble  brews,  or 


188  MODERN   BUSINESS    CORRESPONDENCE 

a  disease  runs,  the  slower  the  recovery  and 
the  more  drastic  is  the  necessary  medicine. 

Have  you  any  explanation  of  the  loss  in 
sales?  I  have  kept  a  fairly  close  watch  on 
trade  conditions  generally  and  am  not  aware 
of  any  fixed  reasons  why  we  should  not  ex- 
pect an  increasing  amount  of  business  from 
your  territory  instead  of  the  reverse. 

You  will  remember,  no  doubt,  that  when 
we  agreed  to  give  your  company  the  ex- 
clusive sale  of  our  products  in  your  state, 
you  were  very  confident  of  making  a  good 
showing  and  of  holding  the  lead  in  our  line. 
There  may  be  some  reasons  that  have  es- 
caped me  that  will  explain  the  situation  and 
I  will  be  glad  to  have  you  write  me  fully  giv- 
ing all  the  facts  in  the  case.  I  know  that 
the  quality  of  our  goods  is  as  high  as  ever, 
even  better,  and  the  trouble  must  lie  in  some 
other  direction.  I  do  not  believe  you  have 
"run  after  false  gods."  It  must  rest  with 
your  sales  organization.  I  know  how  dif- 
ficult it  is  to  keep  the  salesmen  individually 
and  collectively  keyed  up  to  their  best  ef- 
forts. I  know  you  have  the  market  and  that 
the  goods  will  continue  to  meet  every  rea- 
sonable expectation  and  that  the  sales  will 
follow  as  a  natural  law  if  the  proper  cam- 
paign is  vigorously  pushed.  There  is  a  good 
margin  of  profit  for  you  and  for  us  and  I 
am  anxious  that  together  we  devise  some 
method  of  recovering  lost  ground.  If  you 
can  conveniently  arrange  it,  I  would  be  very 
pleased  to  have  you  come  here  a  few  days 
as  a  guest  of  our  company.  We,  of  course, 
will  refund  your  railroad  fares  both  ways, 


AGENCY   AND   BRANCH    OFFICE  189 

and  I  am  sure  you  can  spend  a  pleasant  and 
profitable  week  here.     We  can  each  get  a 
better  understanding  of  the  situation  and 
I  hope  you  will  advise  me  by  early  mail 
that  you  will  accept  the  invitation. 
With  kind  regards,  I  am, 
Sincerely  yours, 


The  vast  territory  covered  by  commercial  opera- 
tions in  this  country  and  the  consequent  fact  that 
branch  houses  and  agencies  are  generally  hundreds 
of  miles  from  the  parent  house,  involves  peculiar 
conditions  in  the  matter  of  correspondence.  How  to 
divide  responsibility  and  authority  between  the  gen- 
eral office  and  the  branch  offices  and  agencies  is  often 
a  delicate  problem  requiring  the  constant  exercise 
of  good  judgment  and  a  nice  diplomacy.  First,  it  is 
absolutely  essential  that  the  main  office  shall  retain 
a  broad,  critical  survey  of  its  trade  in  the  entire  field. 
On  the  other  hand,  the  rights  and  dignity  of  the 
branch  office  manager  or  the  agent,  must  be  fully  re- 
spected and  upheld  in  his  territory.  At  once  it  will 
be  seen  that  the  situation  involves  many  difficulties 
when  it  comes  to  the  handling  of  correspondence 
from  prospective  or  actual  customers  located  in  the 
territory  of  the  branch  manager  or  the  agent. 


190  MODERN    BUSINESS    CORRESPONDENCE 

Unless  this  kind  of  correspondence  is  handled  in  a 
thoroughly  systematic  and  uniform  way,  which  at 
once  conserves  the  interest  of  the  house,  the  branch 
and  the  customer,  bad  blood  and  dissatisfaction  is 
certain  to  be  the  result.  This  condition  gives  rise 
to  that  class  of  communications  commonly  called  ' '  re- 
ferred letters,"  and  it  is  a  most  important  division 
of  epistolary  work  to  all  enterprises  operating  in  a 
wide  territory  through  branches  or  agencies. 

The  oversight  of  the  work  of  an  "  independent " 
agency  can  not,  of  course,  be  so  close  and  arbitrary 
as  that  of  a  branch  or  exclusive  agency,  and  conse- 
quently its  correspondence  does  not  properly  come 
under  the  immediate  jurisdiction  of  the  General  Of- 
fice ;  but,  nevertheless,  there  should  be  as  definite  a 
knowledge  as  possible  of  the  methods  employed,  and 
there  is  no  reason  why  there  may  not  be  friendly  and 
helpful  suggestions  from  the  General  Office  to  the 
agent,  in  reference  to  the  conduct  of  correspondence 
relating  to  their  mutual  interest. 

Of  course,  the  final  measure  of  efficiency  is  found 
in  the  results  achieved ;  and  where  results  are  satis- 
factory, it  may  be  safe  to  infer  that  methods  are 
right.  This  will  apply  either  to  branch  offices  or 


AGENCY   AND   BRANCH   OFFICE  191 

to  agencies;  at  the  same  time,  methods  are  seldom 
so  perfect  as  to  admit  of  no  improvement,  and  good 
returns  can  not  legitimately  be  made  an  excuse  for 
an  entire  absence  of  advice  and  supervision. 

Agents  and  branch  offices  are  usually  assigned  a 
limited  territory.  This  permits  of  saving  of  freight 
by  shipping  in  carload  lots.  All  inquiries  that  come 
direct  to  the  General  Office  are  referred  at  once,  for 
attention  and  reply,  to  the  branch  office  or  agent 
covering  the  territory  from  which  the  inquiry  orig- 
inates. But  this,  by  no  means,  should  be  either  the 
first  or  the  last  of  the  matter,  so  far  as  the  General 
Office  is  concerned. 

It  is  the  practice  of  some  companies  to  refer  let- 
ters without  first  making  a  direct  acknowledgment 
to  the  inquirer.  This  is  wrong  in  every  sense.  The 
letter  should,  in  each  instance,  be  acknowledged  from 
the  General  Office.  At  the  same  time  the  letter  should 
be  forwarded  to  the  branch  manager  or  agent,  with 
an  advice  covering  any  special  suggestions  and  re- 
questing prompt  and  careful  attention  to  the  epistle. 

A  careful  record  should  be  maintained  of  all  let- 
ters referred  to  branch  offices,  and  agencies,  and 
methods  employed  to  make  ' '  assurance  doubly  sure ' ' 


192  MODERN   BUSINESS    CORRESPONDENCE 

that  prompt  and  due  attention  has  been  given.  The 
following  has  been  found  a  very  serviceable  form  for 
the  acknowledgment  of  inquiries  originating  in  the 
territory  of  a  branch  office  or  agency: 

Dear  Sirs: — 

We  have  your  esteemed  favor  of 

date,  and  are  pleased  to  note  that  you  are 
in  the  market  for 

In  order  better  to  serve  our  customers 
in  your  territory,  we  have  established  a 

branch  office  (or  agency)  in This 

is  in  charge  of    They  have  all 

information  and  prices  regarding  our  va- 
rious products  and  we  are  certain  that  you 
will  find  them  very  courteous  and  attentive 
in  their  dealings. 

We  have  taken  the  liberty  of  referring 
your  letter  to  them,  with  instructions  to 
give  it  prompt  attention  and  reply.  We 
hope  you  will  conclude  to  place  your  order 
with  them.  We  assure  you  of  our  hearty 
cooperation  in  giving  you  the  best  goods 
and  service  possible. 

Thanking  you  for  your  inquiry,  and  await- 
ing your  further  favors  with  interest  we 
are, 

Sincerely  yours, 

For  various  reasons,  it  is  considered  wisest  to 
retain  all  original  letters  coming  to  the  general  office, 
and  in  referring  them  to  branch  offices,  it  is  a  safe 
practice  to  send  a  careful  copy.  This  copy  can  be 


AGENCY   AND   BRANCH   OFFICE  193 

made  on  a  separate  sheet  and  enclosed  in  the  formal 
letter  referring  to  it,  or  the  letter  can  be  copied  on 
the  same  sheet  with  the  formal  reference,  using 
an  Internal  Correspondence  letter  head  as  follows: 

From  Merchant  &  Co.  To  William  &  Brown. 

Chicago.  Cincinnati. 

Date  19.. 

Subject.    Potter  &  Co.  Inquiry.       No  .... 

In  reply  to  yours 

We  are  in  receipt  of  an  inquiry  from  the 
above  company  as  follows: 


Please  give  the  above  inquiry  your  usual 
prompt  attention,  and  endeavor  to  secure 
their  business.  Kindly  acknowledge  receipt 
of  this  letter  by  the  inclosed  return-card. 

Would  like  to  know  later,  the  results  of 
your  interview  or  correspondence  with  them. 
We  will  send  our  usual  Follow-Up  letter  to 
them  in  10  days. 

Sincerely  yours, 

Merchant  &  Co. 

After  a  suitable  and  pre-determined  interval,  the 
original  inquiry  should  be  " Followed  Up."  A  form 
similar  to  the  following  may  be  used: 

"Dear  Sirs:— 

On  ....  we  received  an  inquiry  from  you 
for  ....  As  advised,  we  referred  your  letter 


194  MODERN   BUSINESS   CORRESPONDENCE 

to  our  agents  in  ,  requesting  them  to 

give  you  a  prompt  reply,  and  to  quote  prices 
that  would  secure  your  order. 

Kindly  advise  us  if  you  received  a  satis- 
factory service.     Thanking  you  for  your 
courtesy  in  the  matter,  and  awaiting  with 
interest  your  reply,  we  are" 
Sincerely  yours. 


" Follow  Up"  letters  to  agents  or  branch  offices 
may  be  made  in  either  of  two  forms.  Where  the 
number  of  referred  letters  has  not  been  too  great,  a 
separate  sheet  for  each  inquiry  may  best  be  used.  It 
should,  of  course,  be  of  the  regulation  internal  cor- 
respondence style  of  stationery.  Here  are  some  ex- 
amples : 

From  Merchant  &  Co.  To  Williams  &  Brown. 

Chicago.  Cincinnati. 

Date 19.. 

Subject.    Potter  &  Co.  Inquiry.        No 

In  reply  to  yours 

On  ....  date  we  referred  an  inquiry  to 
you  from  the  above  company.    We  have  not 
heard  from  you  regarding  it,  and  wish  to 
ask  if  you  secured  the  order.    If  not,  what 
the  prospects  are  for  getting  it? 
Kindly  reply  on  this  sheet. 
Sincerely  yours, 

Merchant  &  Co. 


AGENCY   AND   BRANCH    OFFICE  195 

Where  there  have  been  a  large  number  of  referred 
inquiries,  the  request  for  reports  may  be  made 
periodically  in  a  blanket  form  as  follows : 

From  Merchant  &  Co.  To  Williams  &  Brown. 

Chicago.  Cincinnati. 

Date 19.. 

Subject.    Referred  Inquiries  No  .... 

In  reply  to  yours 

During  the  month  of   ....   we  referred 
the  following  inquiries  to  you.    Kindly  ad- 
vise us  of  the  results  of  your  letters  in 
each  case. 
No.  1  James  Wilson  &  Son  Date,  March  1st. 

Detroit. 
No.  2  Harrison  &  Flanders  Date,  March  1st. 

Detroit. 
No.  3  Ketcham  &  Gibson  Date,  March  1st. 

Detroit. 
No.  4    Merrill  &  Hubbard    Date,  March  5th. 

Cleveland. 
No.  5  J.  J.  Boyd  Date,  March  8th. 

Cincinnati. 
No.  6       E.  S.  Fletcher       Date,  March  10th. 

Dayton.  Etc.,  Etc. 

The  agent  or  branch  office  may  reply  categorically 
as  follows:  Using  the  form  of  internal  correspond- 
ence sheet  for  branch  offices : 

Referring  to  yours  of  ....  we  beg  to  ad- 
vise as  follows: 


196  MODERN   BUSINESS    CORRESPONDENCE 

No.  1.  We  wrote  1st  and  2nd  letters  but 
have  no  reply. 

No.  2.  Quoted  them  and  have  the  promise 
of  the  order. 

No.  3.  Secured  order.  Our  order  No. 
893B ;— Amount,  $1,439.40,  etc. 

The  report  of  results  from  agents  is  valuable  as  a 
check  against  delinquencies  or  carelessness  in  cor- 
respondents, and  also  enables  the  advertising  de- 
partment to  make  an  estimate  showing  the  relation 
between  the  cost  of  an  inquiry,  and  the  resulting 
profits. 

In  "ref erring "  correspondence,  it  should  be  done 
in  a  manner  which  will  give  the  customer  an  impres- 
sion that  the  inquiry  is  handled  in  that  manner  solely 
for  his  accommodation  and  to  secure  him  better  serv- 
ice; and  that  although  referred  to  a  branch  office  or 
agent,  the  general  office  is  so  much  interested  that 
the  inquiry  will  'be  cared  for  in  every  detail  as  care- 
fully and  as  promptly  as  if  handled  direct  from  the 
general  office. 

The  more  closely  the  work  of  supervision  on  the 
part  of  the  general  office  and  the  actual  work  on  the 
part  of  the  branch  office  are  made  to  harmonize  and 
dovetail,  the  more  certain  and  satisfactory  will  be 
the  results  obtained. 


OBDERS  AND  CONTRACTS  197 


THE  COEEESPONDENCE  OF  OEDEES  AND 
CONTEACTS. 

There  is  a  difference  between  an  open  order  and 
a  signed  one,  and  a  still  further  difference  between 
an  order  and  a  contract.  The  word  ' '  order ' '  usually 
indicates  a  purchase  of  goods,  while  "contract" 
would  mean  that  a  piece  of  work  is  to  be  done.  The 
correspondence  in  regard  to  each  has  its  peculiari- 
ties, but  whatever  the  nature  of  the  transaction  there 
is  a  radical  change  in  the  character  of  the  letter- 
writing  when  a  point  is  reached  with  the  customer 
where  the  order  or  contract  has  been  booked. 

The  "correspondence  of  orders  and  contracts"  is 
properly  only  that  which  takes  place  after  the  book- 
ing of  the  order  or  contract.  Such  correspondence 
should  not  be  of  the  elaborate  and  voluminous  na- 
ture which  characterizes  circular  letters  or  letters 
referring  to  credits  or  collections,  but  condensed  and 
to  the  point.  Until  the  booking  of  the  order  the 
writing  of  letters  was  of  prime  importance  in  the  so- 
licitation or  negotiation  for  the  business.  But  once 


198  MODERN   BUSINESS    CORRESPONDENCE 

the  business  is  secured  letter-writing  becomes  a  mat- 
ter of  secondary  importance  to  the  getting  out  of 
the  work,  and  should  be  confined  to  the  exchange  of 
information  on  details  of  the  work,  notes  to  indicate 
the  progress  of  the  work  and  possibly  occasional 
brief  assurances  that  faith  is  being  kept  in  this  or 
that  particular. 

By  this  it  is  not  meant  that  correspondence  may 
be  practically  dropped  as  soon  as  an  order  is  re- 
ceived, but  that  long  and  rambling  letters  are  a 
hindrance  to  work  that  is  actually  under  way,  if  not 
dangerous,  and  are  more  apt  to  convey  wrong  im- 
pressions than  brief,  matter-of-fact  statements. 

Immediate  acknowledgment  of  all  orders  or  con- 
tracts should  be  made  in  all  cases,  even  when  secured 
through  salesmen.  It  is  of  value  to  courteously 
acknowledge  it  direct  to  the  customer.  This  may 
be  done  either  by  filling  out  a  printed  form  or  by 
a  personally  dictated  letter.  Many  firms  make  use 
of  a  postal  card  with  a  blank  form  printed  on  the 
back,  which  they  send  out  in  all  cases,  sometimes 
also  writing  a  letter  in  the  case  of  an  important 
order  or  a  new  customer.  One  form  for  this  pur- 
pose is  as  follows : 


ORDERS   AND   CONTRACTS  199 


Chicago, .190.. 

Gentlemen : 

We  beg  to  acknowledge  receipt  of 
your  order,  as  per  specifications,  dated 

: This  order 

bears  your  No and  our  No 


Thanking  you,  we  are, 

Yours  truly, 


Forms  printed  on  paper  of  letter-head  size  are, 
however,  preferable  to  cards,  on  account  of  the  facil- 
ity with  which  they  may  be  filed  in  the  vertical  sys- 
tem which  is  now  in  common  use.  Postal  cards, 
half  sheets  and  all  irregular  sizes  of  paper  are  in- 
clinded  to  bunch  up  in  the  bottom  of  folders  and 
interfere  with  the  usefulness  of  the  file  for  other 
purposes. 

Where  circumstances  will  admit  of  the  practice  a 
regularly  dictated  letter  is  always  best,  and  with 
orders  of  importance  this  should  be  the  rule.  It  is 
human  nature  for  a  customer  to  feel  that  in  giving 
an  order  he  is  conferring  a  distinct  favor,  and  it  is 
likewise  human — perhaps  with  a  tinge  of  vanity — to 


200  MODERN   BUSINESS    CORRESPONDENCE 

expect  or  appreciate  a  graceful  acknowledgment. 
This  applies  more  especially  to  buyers  of  moderate 
quantities  and  to  the  out-of-town  customers  of  job- 
bers and  wholesale  houses. 

Orders  from  very  large  concerns,  particularly 
manufacturing  companies,  are  placed  by  a  purchas- 
ing agent  who  buys  wherever  he  can  get  the  lowest 
price  on  the  day  of  purchase.  There  is  not  the  feel- 
ing of  established  or  preferential  patronage  in  this 
case.  The  work  is  routine  and  impersonal  to  a  con- 
siderable extent  and  the  only  need  of  an  acknowl- 
edgment to  such  a  concern  is  something  which  will 
insure  that  the  order  has  been  received  and  entered. 
The  buyer  may  have  favorite  sources  of  supplies, 
but,  considering  quality,  price  and  promptness  to  be 
equal  in  all  cases,  it  is  better  for  him  to  be  absolute- 
ly impartial  and  phlegmatic. 

"Purchase  orders "  are  likewise  made  on  blank 
forms  and,  besides  places  for  the  items  outlined,  con- 
tain certain  printed  instructions  and  conditions  gov- 
erning the  order.  These  blanks  are  numbered  con- 
secutively for  convenience  of  reference  and  identifi- 
cation. Sometimes  they  have  a  coupon-like  attach- 
ment bearing  the  same  number  which  is  to  b*  de- 


OEDEES   AND   CONTEACTS  201 

tached,  signed  by  the  recipient  of  the  order,  and  re- 
turned to  the  buyer  for  acknowledgment  of  order. 

But  even  in  such  cases,  while  elaborate  acknowl- 
edgments are  of  little  use,  an  occasional  letter  be- 
tween principals  which  does  not  fit  into  the  grooves 
of  a  mechanical  system  of  ordering,  often  has  its 
effect  for  good.  The  executive  officers  or  one  of  the 
partners  of  a  firm  can  often  change  an  indifferent 
customer  to  a  loyal  one  by  occasionally  scanning  a 
list  of  the  customers  and  by  direct  personal  letters 
signify  that  his  patronage  is  appreciated. 

An  instance  of  this  was  where  a  large  manufact- 
urer of  belts  and  belting  supplies  took  time  fre- 
quently to  go  over  the  lists  of  his  customers.  Many 
of  them  he  was  personally  acquainted  with  and  felt 
practically  certain  of  retaining  their  trade,  but  with 
others  he  was  not  familiar.  Some  were  apparently 
regular  in  their  purchases  and  others  intermittent. 
To  the  latter  class  of  purchasers  he  wrote  personal 
letters  of  appreciation  or  acknowledgment,  and  to 
this  habit  he  credited  a  fair  share  of  the  yearly  in- 
crease of  staunch  friends  and  trade.  One  of  his 
letters  WAS  as  follows : 


202  MODERN   BUSINESS   CORRESPONDENCE 

Dear  Mr 

I  wish  to  express  to  you  personally  my  ap- 
preciation of  the  occasional  orders  with 
which  you  favor  us.  However,  I  am  inclined 
to  think  that  for  some  reason  or  other  we 
do  not  receive  as  much  of  your  business  as 
we  might.  If  there  is  any  special  reason  for 
this — or  if  we  have  unconsciously  erected 
any  barriers — I  would  esteem  it  a  favor  for 
you  to  write  us.  We  are  very  anxious  to 
have  as  much  of  your  trade  as  we  can  obtain 
and  certainly  feel  disposed  to  exert  our- 
selves to  the  limit  in  order  to  fairly  earn  it. 

If  there  is  anything  I  can  do  for  you  per- 
sonally kindly  advise  me.  Let  me  hear  from 
you  anyhow. 

Sincerely  yours, 

The  mistake  must  not  be  made  of  supposing  that 
the  receipt  of  an  order  settles  the  matter.  "  There 
is  many  a  slip  betwixt  the  cup  and  the  lip."  Before 
the  ink  is  dry  on  the  entry  book  there  may  come  a 
telegram  or  a  letter  of  cancellation — sometimes 
without  apparent  reasons  or  without  a  word  of  ex- 
planation. 

The  writer  recalls  the  delight  he  felt  one  day  upon 
receiving  a  personal  call  from  an  out-of-town  buyer 
whom  he  had  frequently  solicited  by  mail  without 
result.  Two  hours  were  devoted  to  him  and  he  left 
a  very  pleasing  order  for  material  to  be  shipped  at 


OEDEES   AND   CONTEACTS  203 

once.  The  order  could  not  be  shipped  until  the  day 
following  and  we  were  in  the  meantime  congratulat- 
ing ourselves  on  the  banquet.  The  customer  lived 
quite  a  distance  away  and  did  not  arrive  home  until 
the  following  morning,  but  he  passed  the  telegraph 
office  on  the  way  from  the  station  and  cancelled  that 
order.  We  never  got  an  explanation. 

Open  orders  are  not  in  the  nature  of  contracts  and 
cannot  be  as  rigidly  enforced.  Indeed,  signed  con- 
tracts seem  to  have  as  little  weight  with  some.  But 
the  point  to  be  remembered  is  to  cage  the  bird  as 
swiftly  as  possible  once  he  is  caught.  To  do  this 
without  ruffling  a  feather  and  keeping  the  bird  happy 
at  the  same  time  is  where  the  real  genius  crops  out. 
An  important  thing  is  to  first  send  a  prompt  ack- 
nowledgment ;  second,  get  the  goods  shipped  as  soon 
as  possible — getting  them  shipped  the  same  day  and 
being  able  to  say  in  your  acknowledgment  that  the 
goods  have  gone  forward  is  a  powerful  discourage- 
ment to  a  countermand. 

Certain  lines  of  manufacturing  business  are  trans- 
acted wholly  by  contract.  Exact  specifications  as 
to  the  goods,  terms,  time  of  delivery,  etc.,  are  re- 
duced to  writing.  The  special  forms  of  these  con- 


204  MODERN    BUSINESS   CORRESPONDENCE 

tracts  vary  with  the  business  and  as  between  indi- 
viduals. The  correspondence  precedes  the  contract 
and  is  up  to  that  time  governed  by  the  same  require- 
ments of  tact  and  diplomacy  as  on  open  orders.  Even 
with  disputes  and  conditions  arising  from  definite 
contracts  there  should  never  be  a  departure  from 
dignity,  courtesy  and  fair-mindedness.  There  should 
be  no  approach  to  questionable  interpretations  or  to 
taking  advantage  of  ''technicalities."  You  may 
say: 

"Oh!  it's  done  every  day  and  everybody  expects 
it" 

True,  it  is  done  every  day,  mo  re's  the  pity.  But 
everybody  does  not  expect  it.  To  the  credit  of  the 
American  business  man  it  must  be  said  that  in  a 
large  percentage  of  cases  he  wants  and  expects  only 
that  which  is  fairly  and  rightfully  his.  He  is  at  all 
times  open  to  reason  and  fair  play. 

There  is,  however,  too  much  carelessness  or  laxity 
in  the  wording  of  contracts  and  in  the  dictation  of 
letters  relating  thereto.  These  should  be  as  definite 
and  clear  as  possible,  concise,  to  the  point,  and  so 
worded  that  there  may  be  no  opportunity  for  dou- 
ble or  doubtful  meaning. 

Here  is  an  example  of  a  double  interpretation  that 


ORDERS   AND    CONTRACTS  205 

could  have  been  forestalled  by  a  single  word :  A  let- 
ter was  received  by  a  jobbing  house  asking  for  a 
quotation  on  a  certain  make  of  lamp.  A  reply  was 
made  quoting  $40  each.  A  telegram  came  asking 
"What  will  be  your  best  price  for  two?"  The  an- 
swer was:  "Thirty-seven  dollars  and  fifty  cents. " 

This  was,  to  a  certain  extent,  ambiguous.  Of 
course  the  word  "each"  should  have  been  added,  or 
the  message  worded,  ' t  Seventy-five  dollars  for  two. ' ' 

The  buyer  made  the  ridiculous  claim  that  the  price 
meant  $37.50  for  two,  as  they  had  specifically  asked 
the  price  for  two.  How  they  could  have  been  brazen 
enough  to  set  up  such  a  claim  in  the  face  of  the 
original  quotation  of  $40  each  was  unaccountable. 
But  it  required  a  lawsuit  to  collect  the  bill,  and  it 
serves  to  illustrate  the  extreme  importance  of  every 
word  in  the  writing  of  contracts,  orders  and  quota- 
tions. 

There  are  many  different  systems  of  handling  or- 
ders and  contracts,  and  a  system  which  might  be 
convenient  in  one  line  of  business  would  be  entirely 
inadequate  when  applied  to  another.  The  one  which 
seems  to  be  the  most  popular  in  different  lines  of 
business  and  which  may  be  adapted  to  changes  eas- 
iest, is  one  used  by  a  firm  which  contracted  for  struc- 
tural marble  work  in  large  buildings. 


206  MODERN   BUSINESS   CORRESPONDENCE 

When  an  order  came  in,  either  large  or  small,  it 
was  immediately  entered  on  a  reference  file  in  the 
office  of  the  chief  clerk.  This  consisted  of  a  card  in- 
dex, the  cards  arranged  alphabetically,  according  to 
names  of  firms  who  placed  the  orders,  and  not,  as 
might  erroneously  be  done,  according  to  the  names 
of  the  buildings  or  the  names  of  the  architects.  The 
cards  to  be  used  for  this  purpose  are  numbered  con- 
secutively in  large  quantities  and  placed  in  a  drawer 
in  such  a  manner  that  the  smallest  number  will  al- 
ways be  at  the  top  as  the  cards  are  used  out. 

When  an  order  or  contract  is  entered  on  one  of 
these  cards  the  number  on  the  card  becomes  the  num- 
ber of  the  order  until  the  contract  is  closed,  no  mat- 
ter if  that  is  a  year  or  more.  The  ruled  form  on  the 
card,  if  filled  out  completely,  gives  all  the  essential 
facts  concerning  the  order — the  name  of  the  firm 
placing  the  order,  the  name  of  the  building,  the 
shipping  point — for  this  may  not  be  the  same  as  the 
address  of  the  customer — the  date  it  is  to  be  finished, 
the  amount  of  the  contract,  date  the  order  is  entered, 
date  shipped  and  name  of  the  salesman  who  secured 
the  order.  It  also  bears  an  additional  space  ruled 
into  columns  where  a  very  small  order  may  be  item- 
ized, if  desired,  or  remarks  made. 


ORDERS   AND   CONTRACTS 


207 


I 


.£ 


§ 

1 

- 


CO      tS     Q    Q 


O     = 
Z     CO 


c   -a 
o     <u 

O     _C 


208  MODERN    BUSINESS    CORRESPONDENCE 

After  this  is  filled  out  blue  prints  or  drawings  are 
made  from  the  general  plans  submitted  by  the  cus- 
tomer. From  these  drawings  a  detailed  shop  order 
is  made  out,  itemizing  each  piece,  giving  dimensions, 
material  and  a  "piece  number."  These  lists  go  to 
the  shop.  They  bear  only  the  order  number  and  the 
name  of  the  building.  Another  file  is  made  of  them 
in  the  shop  and  here  they  are  indexed  by  number 
consecutively. 

You  will  notice  that  in  the  main  office  the  contracts 
are  known  by  the  name  of  the  customer,  while  in  the 
shop  they  are  known  by  number  only.  The  name  is 
not  used  in  the  shop  on  account  of  the  inconvenience 
of  writing  out  a  long  name  on  each  piece  of  work. 
The  number  is  shorter  and  just  as  convenient  in 
other  ways. 

The  number  on  the  card  in  the  entry  file  also  be- 
comes the  file  number  for  correspondence  on  the  sub- 
ject, and  is  placed  on  the  folder  in  which  the  cor- 
respondence is  filed.  This  is  an  improvement  over 
the  alphabetical  filing  in  that,  if  two  or  more  con- 
tracts are  being  completed  for  the  same  firm,  the 
correspondence  is  kept  in  different  folders,  and  is  not 
nearly  so  apt  to  be  confused. 


OKDERS   AND   CONTRACTS  209 

When  correspondence  is  thus  numbered  it  is  usual 
to  also  make  use  of  the  "  subject  heading "  on  each 
letter  sent,  as  described  in  the  chapter  on  "Internal 
and  Departmental  Correspondence."  The  great 
amount  of  correspondence  on  the  one  contract,  and 
therefore  with  the  same  file  number  for  reference, 
is  too  indefinite  without  the  additional  precaution  of 
a  subject  heading. 


210  MODERN   BUSINESS   CORRESPONDENCE 


PECULIAEITIES  OF  MANUFACTURING  COR- 
RESPONDENCE. 

The  market  for  necessities  is  always  safer  and 
more  secure  than  the  market  for  luxuries.  Neces- 
sities will  sell  themselves,  while  luxuries  must  be 
sold.  It  takes  no  great  skill  in  letter-writing  to  sell 
a  sack  of  flour,  for  if  the  miller  does  not  go  to  the 
consumer  with  it  the  consumer  will  come  to  him. 
The  same  is  true  of  clothing,  in  a  less  degree.  Food 
and  raiment  are  necessities  of  life,  and  there  has 
been  a  demand  for  them  since  the  world  began.  In 
a  time  of  panic — "hard  times " — the  man  who  feels 
it  first  and  most  is  the  manufacturer  or  dealer  in 
those  things  the  individual  foregoes  first  when  pros- 
perity wanes. 

But  there  is  still  another  class  of  articles  which 
do  not  come  under  either  of  the  foregoing  classes, 
namely,  what  are  known  as  specialties  or  *  '  utilities. '  ' 
These  are  generally  the  new  inventions  which  hu- 
manity has  thus  far  gone  without  and  which,  there- 
fore, can  hardly  be  designated  as  necessary;  but  as 


MANUFACTURING   CORRESPONDENCE  211 

they  are  really  quite  useful,  and  almost  indispens- 
able when  they  once  come  into  use,  they  cannot  be 
labeled  as  luxuries.  They  are  the  good  things  the 
people  must  be  educated  up  to.  Among  the  recent 
contrivances  of  this  class  are  the  telephone,  the  elec- 
tric light,  the  automobile.  Sewing  machines  were 
once  quite  a  novelty,  as  was  the  steam  engine;  and 
the  man  who  first  used  an  umbrella  in  London,  so 
the  story  goes,  was  hooted  at  in  the  streets.  To  a 
greater  or  less  extent  all  labor-saving  devices  have, 
through  "manufacturing  correspondence"  and  ad- 
vertising, become  so  popularized  that  they  are  now 
regarded  as  near  necessities. 

Since  necessities  are  " bought"  instead  of  being 
"sold,"  and  luxuries  are  too  changeable  and  depend- 
ent upon  fashion  to  be  the  basis  of  staple  industry, 
it  is  apparent  that  the  greater  part  of  correspond- 
ence devoted  to  manufacturing  finds  its  justification 
almost  wholly  in  the  things  that  ought  to  be  neces- 
sary to  daily  life,  and  are  necessary  to  the  man  who 
lives  by  outwitting  competition. 

There  are  two  kinds  of  specialties :  the  kind  which 
a  man  is  bound  to  buy  eventually  from  some  one, 
and  the  kind  which  he  may  never  think  of  again  if 


.-  MODERN    BUSINESS    CORRESPONDENCE 

it  is  not  sold  to  him  on  the  spot.  In  the  first  case, 
if  a  sale  is  not  made  at  once,  it  is  delayed  for  a  time, 
and  in  the  second  case  it  is  probably  lost  entirely. 
The  inference  to  be  drawn  from  both  instances  is, 
sell  as  much  as  you  can  in  a  given  length  of  time. 
Your  expenses,  largely,  will  go  on  just  the  same, 
whether  you  are  selling  little  or  much,  and  the  more 
you  sell  and  the  faster,  the  greater  is  your  actual 
profit  and  your  percentage  of  profit,  above  expenses. 
To  illustrate  how  the  first  case  operates — the  man 
who  only  delays  buying  because  he  is  not  approached 
at  the  psychological  moment — let  us  take  the  inci- 
dent of  a  man,  named  Smith,  who  needed  a  suit  of 
clothes:  Smith  discovered  in  August  that  his  sum- 
mer clothes  looked  a  little  "tacky."  Then  it  was 
that  the  clothier  should  have  approached  him  with  a 
letter,  some  nice  illustrations  of  summer  suits,  and 
maybe  a  little  philosophy.  But  he  didn't.  In  Sep- 
tember Smith's  clothes  looked  still  worse,  and  he 
knew  i^  but  the  rush  of  business  caused  him  to  delay 
the  matter  until  in  October.  At  this  time  his  tailor 
should  have  flooded  him  with  literature  and  monop- 
olized his  attention  until  he  had  an  appointment  with 
him;  but  he  didn't.  It  ran  on  for  a  fortnight  longer 


MANUFACTURING   CORRESPONDENCE  213 

and  turned  cold.  Smith  realized  suddenly  that  he 
was  in  sad  need  of  clothes,  but  reasoned  that  since 
winter  was  now  so  near  he  would  not  buy  an  autumn 
suit,  but  have  his  old  suit  pressed  up  and  make  it 
do  just  a  little  longer,  then  get  a  winter  suit,  which 
he  did. 

Now  Smith's  tailor  could  not  honestly  say  to  him- 
self: "It  was  bound  to  come.  I  have  only  been  out 
the  price  of  this  suit  for  a  few  weeks. ' '  It  was  worse 
than  that.  He  must  say  to  himself,  if  he  is  truthful : 
' '  This  is  the  money  I  would  have  had  any  way.  But 
I  am  just  out  the  price  of  a  late  summer  suit  and 
a  fall  suit,  which  I  might  have  sold  before  this  one 
and  which  I  will  never  have  another  opportunity  to 
sell. ' '  Smith  would  certainly  have  bought  if  he  had 
been  properly  handled,  but,  as  a  matter  of  fact,  he 
has  some  money  left  which  some  other  merchant,  in 
a  different  line,  but  with  real  enterprise,  will  get. 

There  is  much  in  making  it  easy  for  the  customer 
to  order  or  to  ask  questions.  In  cases  where  it  is 
difficult  for  him  to  order,  the  example  of  the  great 
mail  order  concerns,  of  sending  order  blanks  for 
such  things  as  clothing,  with  spaces  for  all  the  data 
that  it  is  necessary  to  know,  should  be  followed. 


214  MODERN    BUSINESS    COEEESPONDENCE 

That  helps  the  prospective  customer  to  say  what  he 
wants  to  say.  It  also  helps  him  to  say  it  when  he 
wants  to  say  it.  The  average  buyer  wants  what  he 
wants  when  he  wants  it,  and  if  he  cannot  get  it  then 
he  is  very  prone  to  change  his  mind. 

Josh  Billings  says  that  the  best  time  to  set  a  hen 
is  when  the  hen  wants  to  sit,  and  the  best  time  to 
sell  is  when  the  man  wants  to  buy — when  he  asks  the 
price.  Local  agents  should  be  furnished  with  data 
in  such  form  that  they  can  answer  questions  of  price 
and  size  instantly  when  the  customer's  mind  is  on 
the  subject  and  when  he  asks  the  price  of  a  certain 
size;  instead  of  leaving  him  in  doubt  or  to  wait, 
gras}3  the  opportunity  to  plant  that  one  fact  in  re- 
gard to  your  goods  firmly  in  his  mind. 

Another  instance  of  handling  buyers  may  be  given 
in  the  farmer  who  asks  a  dealer  for  prices  and  in- 
formation on  reapers.  He  has  an  old  reaper,  but 
is  thinking  of  discarding  it  for  a  new  one.  In  the 
meantime  the  crop  is  coming  on  and  his  reply  is  not 
forthcoming,  or  at  least  the  information  which  he 
needs  is  not  contained  in  the  answer  to  his  letter. 
Perhaps  he  cannot  consider  the  matter  further  until 
he  knows  what  a  new  one  would  cost  him.  But  he 


MANUFACTURING   CORRESPONDENCE  215 

is  too  bu&y,  and  it  is  not  convenient  to  write  letters 
in  the  country.  The  harvest  ripens  and  he  plunges 
into  it  and  uses  the  old  reaper,  after  which  he  is  not 
going  to  purchase  the  new  one  until  next  year.  Now 
it  is  not  a  case  merely  of  a  sale  being  deferred  which 
would  have  been  made  any  way.  It  is  more  than 
that.  The  number  of  reapers  which  might  have  been 
sold  in  that  season  is  not  sold.  The  reaper  which 
will  follow  the  new  one — when  it  is  worn  out — is 
deferred  also,  one  year  or  more,  so  that  the  number 
of  reapers  sold  in  a  ten-year  period — and  in  a  life- 
time— is  much  less  than  it  ought  to  be.  And  while 
the  manufacturer's  expenses  during  his  life  were 
very  definite,  his  profits,  and  consequently  his  for- 
tune at  the  time  of  his  death,  were  the  minimum  of 
what  they  might  have  been  had  he  been  punctual 
and  grasped  this  secret  in  regard  to  the  ' l  selling  of 
specialties. " 

Now,  as  an  example  of  the  second  class  of  special- 
ties, the  kind  that  may  never  be  sold  if  not  sold  on 
the  spot,  let  us  take  the  subscription  book.  It  is 
always  to  the  advantage  of  the  book  agent  to  sell  his 
wares  now,  and  as  many  of  them  as  possible.  The 
book  he  is  handling  may  be  the  best  thing  for  the 


216  MODERN   BUSINESS    CORRESPONDENCE 

money  the  customer  has  ever  invested  in,  but  if  it 
is  passed  up  for  the  moment  it  is,  nine  chances  in 
ten,  passed  up  for  good. 

There  is  a  partial  loss  in  delaying  the  sale  of  an 
article  that  will  eventually  be  sold,  and  a  total  loss 
in  delaying  the  sale  of  a  thing  that  is  not  a  neces- 
sity. These  two  observations,  crystalized  into  the 
policy  of  a  man's  life,  will  often  account  for  all  the 
difference  between  wealth  and  poverty,  in  old  age. 

The  demand  for  an  "article  of  utility,"  or  for  a 
"  specialty, "  must  be  created  by  educative  means, — 
correspondence  and  advertising.  Before  new  and 
correct  ideas  can  take  root  it  is  frequently  neces- 
sary to  dislodge  or  destroy  old  and  erroneous  ideas. 
Old  prejudices  may  be  so  strongly  established  and 
fortified  that  to  eradicate  them,  even  with  truth  on 
one's  side,  is  not  a  task  for  the  gentle  pen  or  the 
man  who  believes  that  "molasses  will  catch  more 
flies  than  vinegar."  At  times  the  man  with  a  new 
invention  to  place  before  the  public  must,  so  to  speak, 
dip  his  pen  into  the  gall  of  sarcasm  and  the  acid  of 
ridicule.  It  is  a  peculiarity  of  the  human  animal— 
which  differs  from  other  animals  in  that  it  has  rea- 
son— that  it  must  sometimes  be  rapped  vigorously 
over  the  head  before  its  reason  is  aroused  to  action. 


MANUFACTURING    COEEESPONDENCE  217 

This  is  especially  true  in  the  case  of  goods  which 
are  radical  departures  from  older  styles.  The  more 
radical  the  departure  the  more  radical  must  be  the 
literature  which  is  designed  to  popularize  it.  First, 
the  defects  of  the  old  way  must  be  pointed  out,  and 
then  the  advantages  of  the  new  dilated  upon.  To 
get  the  attention  of  the  public  various  methods  are 
used.  Some  attract  attention  by  interesting  letters 
and  others  by  means  of  odd  stationery  or  attractive 
printed  matter.  It  may  be  done  by  sheer  audacity 
— by  knocking  the  other  fellow.  Some  advertisers 
may  not  agree  with  this  method.  They  will  say, 
"This  fellow  is  a  knocker.  Never  knock  the  other 
fellow."  It  depends  upon  the  circumstances.  If 
the  other  fellow  is  in  possession  of  the  fortress;  if 
he  has  the  ear  of  the  public ;  then  there  is  nothing 
to  do  but  to  knock.  This  is  especially  true  when  the 
knocks  are  deserved. 

Brains  are  interesting,  no  matter  what  they  are 
connected  with.  It  is  the  same  old  story  that  the 
man  who  is  entertaining — and  it  takes  a  brainy  man 
to  be  really  and  truly  entertaining  to  the  business 
public — can  sell  things  that  no  one  else  can  sell. 
Generally  it  is  the  man  who  has  the  time,  the  am- 


218  MODERN    BUSINESS    CORRESPONDENCE 

bition  and  insight  into  human  nature,  the  man  who 
studies  human  nature  as  much  as  he  does  his  goods, 
that  wins  by  correspondence.  There  are  men  who 
can  write  worlds  of  philosophy,  ethics  and  humor 
into  anything.  Such  a  man  has  been  known  to  take 
up  as  uninteresting  a  thing  as  stove  blacking  and 
hold  the  attention  of  a  community  for  weeks. 

The  president  of  a  firm  which  makes  a  specialty 
of  manufacturing  an  improved  screen  tells  of  the 
system  used  by  him  as  follows :  "  In  the  first  place 
we  send  an  educated  salesman — a  *  screen  educated' 
salesman — to  some  dealer  in  a  certain  town, — the 
hardware  dealer  or  lumberman,  perhaps, — and  estab- 
lish an  agency  with  him.  This  new  agent  is  then  in- 
structed to  send  us  the  names  of  prospects,  any  one 
who  has  recently  bought  a  house  or  built  one.  We 
begin  by  sending  to  the  addresses  on  the  list  a  series 
of  five  letters,  form  letters,  but  addressed  person- 
ally. We  have  form  letters  for  all  the  ordinary 
questions  that  are  asked  in  answer  to  these  circu- 
lar letters,  but  if  one  of  the  prospects,  by  asking 
an  unusual  question,  lifts  himself  out  of  the  form- 
letter  list,  then  we  honor  him  with  a  personal  letter. 

"More  and  more,  the  world  is  discovering  the 


MANUFACTURING   CORRESPONDENCE  219 

sale  of  a  specialty  must  be  made  from  the  home 
office.  We  have  to  furnish  every  pound  of  the  pres- 
sure right  here.  We  keep  after  the  agent  all  the 
time — not  by  trying  to  make  him  feel  a  sense  of  duty 
toward  us,  or  anything  of  that  kind.  We  harp  on 
the  string  that  there  is  money  in  it  for  him.  He 
does  not  love  the  world,  and  he  does  not  love  us ;  he 
loves  money.  We  argue  that  if  he  will  sell  our 
screens  he  will  get  more  money.  And  we  find  it 
successful." 

But  when  you  sell  a  man,  by  all  means  stop  writ- 
ing him  letters.  Keep  your  system  in  such  a  state 
of  efficiency  that  the  card  index  represents  only  cus- 
tomers who  have  not  been  supplied.  The  saving  in 
stamps  and  labor  is  the  smallest  economy  to  be  de- 
rived from  accuracy  in  the  follow-up  system.  Ac- 
curacy means  a  great  saving  of  time.  A  system  is 
supposed  to  avoid  confusion  and  not  to  cause  it,  and 
the  system  which  does  not  serve  this  purpose  has 
degenerated  into  red  tape. 

An  impressive  example  of  this  degeneracy  of  sys- 
tem is  to  be  found  in  the  case  of  a  much  advertised 
real  estate  firm  in  Philadelphia.  A  friend  of  the 
writer  had,  a  few  years  ago,  an  absolutely  worth- 


220  MODERN    BUSINESS    COREESPONDENCE 

less  piece  of  property  which  he  wished  to  sell,  and 
he  wrote  the  Philadelphia  man  asking  for  terms. 
The  property,  however,  was  sold  through  another 
agency  and  the  Philadelphia  man  was  written  to 
that  effect,  so  that  his  follow-up  list  might  be 
changed.  But  the  advice  was  not  heeded.  The  fol- 
low-up letters  still  came — a  constant  flow  of  them. 
Again  the  real  estate  man  was  written  to  "  Please 
stop  the  girl,"  that  the  property  was  long  since  sold, 
and  why  continue  to  follow  up  ?  But  the  letters  came. 
About  a  year  after  that  a  telegram  was  received: 
"Do  your  terms  still  hold  good!"  The  answer 
was:  "I  have  seen  a  great  many  systems  of  follow- 
up,  but  this  is  my  first  experience  with  a  telegram. 
If  you  had  not  sent  it  prepaid  I  would  have  sued 
you  for  damages,  because,  as  I  have  written  you 
many  times,  the  place  was  sold  a  year  ago. ' '  This 
ended  it.  Whether  the  advice  was  heeded  or  the 
mailing  list  was  lost  or  destroyed  by  fire,  was  never 
learned. 


MAIL   ORDER   CORRESPONDENCE  221 


THE     COEEESPONDENCE     SYSTEM     IN     A 
LAEGE  MAIL  OEDEE  HOUSE. 

Probably  more  than  in  any  other  line  of  merchan- 
dising is  it  important  to  exercise  the  most  exact  care 
in  the  handling  of  correspondence  in  a  mail  order 
house.  Letters  and  catalogues  are  the  only  direct 
representatives  employed,  and  upon  the  skill  with 
which  these  are  handled  depends  the  success  of  the 
concern. 

The  daily  grist  of  letters  in  a  mail  order  house 
will  run  into  the  tens  of  thousands.  Its  incoming 
mail  is  more  extensive  than  that  of  such  cities  as 
Indianapolis,  Minneapolis  or  Milwaukee.  This  mail 
comes  from  every  state  and  from  almost  every  ham- 
let in  the  Union.  And  the  correspondence  machin- 
ery in  such  a  case  must  be  organized  in  a  larger  and 
more  comprehensive  way  than  that  of  the  small  con- 
cern whose  daily  mail  may  be  counted  by  dozens  or 
scores. 

The  catalogue  is  the  salesman  of  the  mail  order 
house  and  contains  all  the  information  necessary 


MODERN   BUSINESS    CORRESPONDENCE 

for  placing  orders  intelligently.  It  gives  good  cuts 
and  descriptions  of  almost  every  article  quoted;  it 
guarantees  satisfaction  or  money  refunded,  and  by 
its  completeness  and  comprehensiveness  does  away 
with  an  enormous  volume  of  correspondence  asking 
and  giving  information.  This  being  the  case,  most 
of  the  incoming  letters  contain  orders.  Most  of  the 
others  are  in  regard  to  adjustments  and  complaints, 
which  are  discussed  further  on  in  this  chapter. 

Letters  coming  into  the  office  are  opened  by  ma- 
chinery. The  usual  method  of  ripping  an  envelope 
with  a  book  knife  or  of  tearing  off  the  end  would 
not  only  mean  a  great  loss  of  time,  but  would  en- 
danger the  contents  of  the  envelope.  The  letters 
are  taken  in  bunches  convenient  to  hold  in  the  two 
hands,  and  by  a  deft  momentary  manipulation  in  an 
upturned  position,  arranged  with  the  ends  flush. 
In  this  position  they  are  held  against  a  swiftly  re- 
volving disc,  which  is  covered  with  a  sheet  of  ab- 
rasive paper.  This  grinds  off  the  end  of  the  en- 
velope just  sufficient  to  open  it,  but  does  not  go  deep 
enough  to  injure  a  check  or  draft  or  a  fold  of  the 
enclosed  letter. 

The  letters  are  then  passed  to  a  table  attended  by 


MAIL   ORDER   CORRESPONDENCE  223 

expert  young  women,  who  swiftly  extract  the  con- 
tents, taking  care  that  the  enclosures,  such  as  checks, 
drafts,  money,  samples  or  anything  in  the  nature  of 
an  enclosure  is  attached  directly  to  the  letter,  so 
that  it  cannot  be  lost  or  misplaced.  These  inspec- 
tors also  make  sure  that  the  writer  of  the  letter 
has  given  his  town  or  street  address  at  the  top  of 
the  page.  Many  careless  writers  will  begin  a  letter 
without  giving  their  town  or  state,  so  that  it  would 
be  impossible  to  tell  whence  the  letter  came.  To 
overcome  such  deficiencies  reference  is  made  to  the 
postmark  on  the  envelope,  and  this  is  sometimes 
pinned  to  the  letter  with  the  enclosures.  By  this 
means  the  department  attending  to  the  letter  will 
know  where  to  address  a  reply.  Letters  containing 
orders  are  here  separated  from  letters  of  inquiry 
only.  The  orders  are  sent  to  the  entry  department, 
where  they  are  copied  in  blank  forms.  These  blank 
forms  are  then  distributed  to  the  various  stock  divi- 
sions for  filling.  The  letters  which  do  not  contain 
orders  and  which  must  be  answered  by  further  cor- 
respondence pass  through  a  corps  of  inspectors,  who 
determine  the  department  to  which  the  letter  must 
be  sent  for  attention. 


224  MODERN   BUSINESS    COBBESPONDENCE 

Each  department  head  has  under  his  jurisdiction 
a  corps  of  writers  who  dictate  replies.  The  depart- 
ment manager  himself  seldom  sees  a  reply  or  a 
letter.  He  is  not  employed  for  that  purpose  and 
could  not  afford  to  give  his  attention  to  the  execu- 
tion of  details  to  that  extent.  The  policy  of  the 
house  in  this  connection  is  aptly  expressed  by  the 
following  remark  of  a  department  manager  when 
asked  concerning  his  work:  "I  have  no  work.  I 
do  not  do  anything,  but  I  am  simply  ready  every 
minute  to  do  things  if  it  is  necessary. ' ' 

In  each  department,  when  the  letters  assigned  to 
that  department  are  received,  they  are  again  dis- 
tributed among  the  various  correspondents  accord- 
ing to  the  special  lines  of  goods  upon  which  each  is 
best  posted.  Each  letter  has  been  stamped  before 
coming  to  the  department  as  to  the  date  and  hour 
when  it  was  sent  there.  The  correspondents  are  ex- 
pected to  answer  all  mail  within  24  hours,  and 
are  therefore  read  at  once.  The  easy  ones  are  often 
handed  to  an  efficient  stenographer  to  answer  with- 
out dictation.  One  of  the  largest  houses,  however, 
uses  a  phonograph  exclusively,  and  the  correspond- 
ents must  dictate  all  letters. 


MAIL   ORDER   CORRESPONDENCE  225 

After  answers  are  written,  and  before  they  are 
sent  out,  they  pass  under  the  scrutiny  of  an  inspec- 
tion bureau,  where  it  is  carefully  read  and  compared 
with  the  letter  it  answers,  in  order  to  determine 
whether  all  questions  are  met  and  whether  the  letter 
in  itself  conforms  in  its  entirety  to  the  policies  of 
the  house. 

There  are  certain  written  and  unwritten  laws  and 
principles  of  ethics  which  the  answer  must  not  trans- 
gress. To  illustrate  one  point  of  this  feature,  it  is 
a  rule  with  one  company  that  no  definite  promises 
are  ever  given  in  a  letter.  This  is  based  on  the 
Mosaic  law,  "Let  your  answer  be  yea,  yea,  and  nay, 
nay,"  particularly  "nay,  nay."  As  the  general 
manager  put  it, ' '  We  never  make  a  promise.  Prom- 
ises are  so  easily  broken  and  almost  invariably  are 
broken."  This  applies  intimately  to  shipments.  In 
our  letters  we  say,  "Shipment  will  be  made  as 
quickly  as  possible."  Another  thing,  we  continually 
meet  all  sorts  of  requests  which  we  cannot  grant 
without  deviating  from  our  established  rules.  "We 
are  asked  for  agencies,  for  discounts  and  conces- 
sions in  various  guises,  because  of  this  or  that  real 
or  fancied  reason.  One  man  will  think  he  ought  to 


226  MODERN   BUSINESS    CORRESPONDENCE 

have  a  box  of  cigars  because  he  told  so-and-so  to 
buy  of  us.  Another  will  intimate  that  he  can  influ- 
ence a  considerable  amount  of  trade  in  his  com- 
munity and  wants  a  local  agency.  To  all  of  their 
interesting  propositions  we  pleasantly  and  diplo- 
matically but  positively  give  a  negative  answer. " 

It  is  the  province  of  the  inspection  bureau  to  catch 
all  violations  of  these  principles  and  return  the  let- 
ters for  recasting.  But  they  cannot  pass  upon  the 
correctness  of  the  technical  points  involved.  If  the 
dictator  has  made  a  mistake  in  technical  descrip- 
tion or  in  a  price  quoted,  that  fact  would  go  un- 
noticed by  the  inspection  bureau.  No  one  but  the 
particular  person  writing  the  letter  or  the  manager 
— who  does  not  read  letters — would  have  the  requi- 
site knowledge  to  know  such  things.  That  is  a  part 
of  the  responsibility  which  the  correspondent  him- 
self cannot  share  with  any  one  else ;  he  is  solely  and 
individually  responsible  for  the  accuracy  of  tech- 
nical information  which  he  dictates  in  a  letter.  But 
the  fact  that  the  letter  as  a  whole,  as  relating  to  its 
composition,  completeness  of  answer  and  policy,  is 
to  be  critically  inspected,  operates  as  a  constant 


MAIL  ORDER   CORRESPONDENCE  227 

check  and  incentive  for  the  one  who  dictates  and 
brings  out  the  best  there  is  in  him. 

The  inspectors  frequently  find  it  necessary  to  re- 
turn to  the  correspondent  checks,  money  orders,  etc., 
incorrectly  made  out;  and  it  is  the  duty  of  the  in- 
specting department  to  see  that  all  enclosures  men- 
tioned in  the  letter  are  properly  attached.  This  de- 
partment also  looks  after  the  enclosing  of  samples, 
and  scrutinizes  the  letter  carefully  with  a  view  to 
having  it  complete,  perfect  and  correct  in  every  de- 
tail. Not  the  least  important  of  their  duties  is  to 
see  that  the  address  of  the  letter  is  the  same  as  that 
on  the  letter  from  the  customer,  so  that  there  may 
be  no  miscarriage  or  delay. 

After  this  final  inspection  letters  are  passed  to  a 
corps  of  clerks,  who  fold  and  enclose  them  in  en- 
velopes and  affix  the  necessary  postage.  In  this 
department  the  outgoing  mail  is  separated,  the  first 
class  mail  going  through  the  postoffice  for  cancella- 
tion in  the  regular  way,  and  all  mail  of  any  other 
class — such  as  catalogues,  circulars,  samples,  book- 
lets, etc.,  is  sent  out  under  stamps  previously  can- 
celled by  the  Postoffice  Department,  and  such  mail 
is  not  handled  by  the  postoffice  employes.  In  fact,  it 


228  MODERN   BUSINESS    CORRESPONDENCE 

is  distributed  by  towns  and  states  and  sacked  and 
labeled  ready  for  the  cars  before  it  leaves  the  house. 
This  is  done  under  the  supervision  of  a  postal  em- 
ploye detailed  for  the  purpose  by  the  local  postoffice. 
The  value  of  this  supervised  work  on  the  part  of 
the  mail  order  house  to  the  postal  service  may  be 
more  fully  realized  when  it  is  stated  that  during 
many  months  of  the  year  the  daily  mail  of  the  house 
in  mind  will  average  over  seventy-five  thousand 
pieces. 

System  is  the  watchword  in  all  great  institutions 
of  this  kind.  There  are  so  many  things  to  be  done 
and  so  many  people  to  do  them  that  the  work  and 
the  personnel  of  the  concern  must  be  finely  and  rig- 
idly classified.  Some  one  must  be  responsible  for 
everything  and  everybody  responsible  for  some- 
thing. When  it  comes  to  important  matters  of  fact, 
the  files  are  the  one  source  of  information. 

Take  the  case  of  a  claim,  for  instance,  which  has 
come  in  from  a  customer.  An  article  may  have  been 
omitted  from  a  shipment  by  oversight;  it  may  have 
been  lost  in  transit;  something  may  not  be  as  or- 
dered, or  may  arrive  in  damaged  condition.  There 
is  an  astounding  number  of  complaints  that  come 


MAIL   ORDER    CORRESPONDENCE  229 

in,  and  a  large  force  of  correspondents  and  stenog- 
raphers is  necessary  to  adjust  them.  By  the  time 
the  complaint  arrives  the  customer's  original  letter 
and  all  papers  in  connection  with  it  have  been  care- 
fully filed  away,  and  no  one  can  obtain  them  from 
the  file  clerk  without  a  voucher  from  the  correspond- 
ent who  had  charge  of  the  letter-writing  when  the 
order  was  handled.  The  letter  of  complaint  is  passed 
on  to  the  employe  who  assembled  the  goods,  who  in- 
vestigates and  endorses  on  the  back  what  he  finds 
out.  Then  it  is  passed  on  to  the  shipping  clerk,  who 
does  likewise. 

On  most  complaints  it  is  necessary  that  some  of 
the  employes  investigating  a  complaint  have  the  cus- 
tomer's original  order,  freight  receipt,  and  various 
other  papers,  all  of  which  are  filed  away  together 
under  an  invoice  number.  When  absolutely  neces- 
sary, and  only  then — for  the  correspondence  clerks 
are  very  busy  men — a  voucher  is  obtained  from  the 
correspondence  clerk  and  the  papers  gotten  out. 
When  the  matter  has  been  ferreted  out  and  definite 
facts  learned,  it  is  the  duty  of  the  correspondent  to 
write  the  customer  and  straighten  the  trouble  out 
with  him. 


230  MODERN   BUSINESS    CORRESPONDENCE 

Thus  far  we  have  dealt  only  with  the  correspond* 
ent  in  the  merchandise  departments.  There  are  also 
correspondents  in  the  transportation  department, 
which  handles  cases  where  claims  for  shortage  or 
damage  are  made  against  railroads.  Then  there  are 
special  correspondents,  who  answer  letters  addressed 
to  members  of  the  firm  personally,  and  letters  which 
do  not  fall  into  the  province  of  any  of  the  regular 
departments. 

The  most  important  single  qualification  of  a  cor- 
respondent in  a  merchandise  department  of  a  mail 
order  house  is  to  know  the  merchandise  of  that  de- 
partment ;  and  the  next  great  thing  is  to  understand 
the  system  and  spirit  of  the  house.  This  system  is 
probably  more  intricate  than  that  of  any  other  busi- 
ness, and  it  will  require  a  new  man  three  or  four 
months  to  feel  that  he  is  "started";  he  will  then 
probably  learn  something  new  every  day  for  a  year 
in  regard  to  the  system.  It  is  probable  that  more 
correspondence  clerks  fail  on  account  of  their  in- 
ability to  get  a  good  working  knowledge  of  the  sys- 
tem of  their  houses  than  on  account  of  inability  to 
write  a  satisfactory  letter. 

A  correspondent  should  be  a  man  of  mature  judg- 


MAIL   ORDER   CORRESPONDENCE  231 

ment,  since  his  work  consists  largely  in  adjusting 
complaints.  It  is  his  task  to  satisfy  the  customer 
at  the  least  possible  expense  to  the  house ;  and  when 
goods  are  damaged  he  should  know  the  cost  of  re- 
pair, how  the  repairing  must  be  done,  and  whether 
it  will  be  necessary  to  send  them  back  for  exchange. 
He  should  have  a  good  idea  of  freight  rates,  methods 
of  shipping,  etc.  In  fact,  he  should  be  a  generally 
well  informed  man.  He  must  answer  inquiries  and 
adjust  complaints  promptly,  writing  letters  that  are 
properly  addressed  and  without  typographical 
errors.  But  the  basis  of  judging  a  correspondent 
is  his  ability  to  handle  a  large  quantity  of  inquiries 
and  complaints  on  schedule  time  and  do  it  in  a  sat- 
isfactory manner.  He  is  expected  to  answer  some- 
thing like  one  hundred  letters  a  day,  and  there  are 
always  a  few  "tough"  complaints  every  day  that 
take  half  an  hour  or  more  to  adjust  properly. 

The  letters  received  are,  more  often  than  other- 
wise, written  in  lead  pencil;  often  they  are  illegible 
and  do  not  call  for  an  artistic  reply.  The  corre- 
spondent therefore  does  not  need  to  be  a  master  of 
English  and  rhetoric,  but  must  write  a  simple, 
straightforward  letter.  One  of  the  largest  house* 


232  MODEKN   BUSINESS    CORRESPONDENCE 

has  a  rule  that  every  sentence  shall  constitute  a  par- 
agraph, for  the  better  understanding  of  the  rural 
reader.  Another  house,  during  the  holiday  rush, 
simplified  matters  even  further  than  this  by  having 
printed  a  sheet  with  numbered  paragraphs,  each 
paragraph  answering  and  explaining  one  of  the  cus- 
tomary questions  at  that  season  of  the  year.  One 
of  these  sheets  was  sent  to  each  complainant  with  a 
statement  printed  at  the  head  of  the  sheet:  "The 
paragraphs  marked  'X'  will  answer  the  questions 
contained  in  your  letter.'' 

A  correspondent  who  has  made  good  in  a  house 
such  as  the  ones  described  will  have  an  invaluable 
business  training  and  can  readily  secure  a  position 
requiring  business  ability.  The  position  of  corre- 
spondent is  not  to  be  desired  for  any  great  length  of 
time  by  an  ambitious  person,  but  it  is  an  excellent 
stepping-stone  to  something  better.  There  are  many 
opportunities  for  advancement,  to  such  positions  as 
assistant  managers  of  department  and  later  to 
managers.  A  common  course  is  for  the  correspond- 
ent to  accept  some  excellent  position  with  a  smaller 
and  newer  mail  order  house  which  needs  his  knowl- 


MAIL   ORDER   CORRESPONDENCE  233 

edge  and  training,  or  as  correspondent  with  a  rival 
firm  where  high  wages  are  paid. 

The  mail  order  method  of  doing  business  is  an 
economical  one,  and  the  great  houses  are  growing  in 
an  astounding  manner.  A  good  man  can  develop 
rapidly,  sometimes  becoming  assistant  manager  in 
two  or  three  years  or  even  manager  of  a  department 
doing  a  million  dollars '  worth  of  business  annually. 
The  position  of  correspondent  will  be  a  more  lucra- 
tive one  within  a  few  years,  when  competition  among 
mail  order  houses  becomes  closer  and  the  country 
people,  with  whom  they  do  the  greater  part  of  their 
business,  better  educated  and  better  informed. 

It  is  no  doubt  true  at  the  present  time  that  a  good 
letter  will  influence  a  man  to  send  an  order  to  one 
house  in  preference  to  another,  but,  as  stated  before, 
the  catalogue  is  the  salesman,  and  it  is  not  expected 
that  the  correspondent  shall  bring  in  a  great  deal  of 
business.  The  position  can  be  held  down  by  any 
man  who  has  ordinary  good  judgment,  a  fair  edu- 
cation and  ability  to  think  quickly;  but  a  man  with 
any  native  ability  will  not  be  long  in  getting  a  bet- 
ter job. 


234  MODERN    BUSINESS    COEEESPONDENCE 


HOW   CORRESPONDENCE   IS   HANDLED   IN 
DEPARTMENT   STORES. 

The  store  which  retails  across  the  counter  is  neces- 
sarily disqualified  for  any  other  method  of  selling 
goods  advantageously.  A  good  salesman  may  not 
be — and  very  likely  is  not — a  good  letter-writer; 
and  a  good  letter-writer  is  seldom  a  real  success  as 
a  face  to  face  salesman.  Furthermore,  the  two  sys- 
tems of  selling  will  not  work  well  together  from  the 
same  stock  of  goods. 

By  any  concern  which  retails  across  the  counter, 
correspondence  is  regarded  not  as  a  desirable  me- 
dium of  getting  and  conducting  business,  but  rather 
as  a  sort  of  necessary  evil.  The  problem  with  it  is 
not,  "How  can  we  elaborate  our  correspondence 
system, ' '  but ' '  How  can  we  curtail  or  eliminate  it. ' ' 
And  to  the  degree  that  their  system  dispenses  with 
correspondence  it  is  considered  effective  and  satis- 
factory. 

This  being  the  case,  the  correspondence  in  a  metro- 
politan department  store,  no  matter  how  great  the 


DEPARTMENT  STORE  CORRESPONDENCE  235 

business,  is  never  large;  and  the  methods  and  sys- 
tems adopted  by  it  are  interesting  to  concerns  in 
other  line  of  business  rather  because  of  their  oddity 
and  novelty  than  for  any  other  reason.  The  depart- 
ment store  can  no  more  teach  them  method  in  the 
handling  of  correspondence  than  could  a  watch- 
maker formulate  rules  for  the  building  of  air-ships. 

But  they  never  quite  succeed  in  eliminating  letter- 
writing.  They  can  easily  enough  desist  from  en- 
couraging mail  orders,  but  a  few  such  orders  will 
come  without  encouragement.  They  will  use  every 
effort  to  have  complaining  customers  call  at  the 
store  to  make  adjustments,  but  some  of  them  can- 
not or  will  not.  Some  letter-writing  must  be  done, 
and  they  must  make  the  best  of  it  and  do  it  in  the 
least  troublesome  way. 

To  this  end  some  stores  segregate  all  the  letter- 
writing  to  a  department  where  it  can  be  handled 
by  one  or  more  persons  fitted  by  education  and  ex- 
perience for  that  kind  of  work;  and  other  stores 
either  allow  the  salesman  to  write  his  own  letters 
as  he  pleases,  or  require  him  to  send  them  to  the 
manager's  office  to  be  censored  before  mailing. 


236  MODERN   BUSINESS    CORRESPONDENCE 

Following  are  descriptions  of  several  systems  in 
use: 

Marshall  Field  &  Co., 

Chicago. 
Retail  Branch. 

There  is  a  definite  system  of  correspondence  in 
use  in  the  retail  branch  of  the  Marshall  Field  con- 
cern, a  "  Correspondence  Bureau "  being  an  impor- 
tant part  of  the  business  structure.  All  incoming 
mail  is  distributed  from  this  ' l  Bureau, ' '  and  all  out- 
going mail  is  dictated  there  except  that  pertaining 
to  credits  and  collections,  which  is  handled  in  the 
Department  of  Credits.  A  card  system  is  in  opera- 
tion and  the  names  of  charge,  cash  or  C.  0.  D.  cus- 
tomers are  recorded,  two  files  being  used  as  a  mat- 
ter of  convenience  in  classifying  the  nature  of  the 
account — one  for  the  credit  accounts  and  one  for  the 
cash  and  C.  0.  D.  accounts. 

Perhaps  the  most  interesting  feature  of  the  cor- 
respondence system  here  is  the  "  correspondence 
slip/'  a  blank  form,  which  can  be  obtained  by  any 
employe  when  it  is  found  to  be  a  matter  of  necessity 
or  courtesy  to  communicate  with  customers  by  letter. 
This  slip  is  printed  with  spaces  for  the  name  and 


DEPARTMENT  STORE  CORRESPONDENCE  237 

number  of  salesperson,  name  and  address  of  cus- 
tomer, and  date.  On  the  top  of  the  slip  instruc- 
tions are  printed  as  to  the  manner  in  which  it  should 
be  used,  as  follows : 

"When  it  becomes  necessary  for  any  employe  to 
correspond  with  a  customer  upon  business  of  the 
house,  he  will  fill  in  this  blank,  plainly,  giving  such 
facts  as  shall  appear  in  the  letter.  This  slip  will 
be  0.  K'd  by  the  person  in  stock  authorized  to  at- 
tend to  such  matters,  and  then  sent  to  the  corre- 
spondence bureau,  where  the  letter  will  be  carefully 
written  and  copy  of  same  kept." 

On  a  corner  at  the  top  a  notice  reads  thus : 

("By  Mail 
(With  Goods." 

Also,  "When  letter  is  to  go  by  mail,  mark  off 
the  words  'with  goods'  above.  If  letter  is  to  be  re- 
turned to  salesperson  to  go  with  goods,  mark  off 
the  words  'By  Mail'."  The  slip  is  ruled,  front  and 
back,  so  as  to  insure  evenness  in  writing  and  legi- 
bility. 

"I  entered  this  store  as  a  cash  boy,  and  have  been 
at  the  head  of  the  Correspondence  Bureau  about 


238  MODERN   BUSINESS    CORRESPONDENCE 

three  years, ' '  said  John  W.  M.  Heering,  of  Marshall 
Field  &  Company's  retail  establishment.  "We  have 
been  improving  our  method  of  handling  correspond- 
ence with  the  growth  of  the  business,  and  have  now 
in  operation  a  system  which  gives  good  satisfaction. 

"Letters  upon  all  matters  except  credits  and  col- 
lections are  written  and  copies  filed  in  this  depart- 
ment. The  i  Correspondence  Slip '  which  is  designed 
to  assist  the  clerk  in  giving  the  facts  relating  to  a 
transaction  in  their  own  way,  is  found  to  be  one  of 
the  best  features  ever  introduced.  It  is  a  great  time- 
saver,  as  it  is  unnecessary  for  salespersons  to  leave 
their  departments,  and  these  matters  can  usually 
be  attended  to  in  their  leisure  moments.  A  simple 
statement  of  facts  is  all  that  is  necessary,  as  the 
clerk  understands  that  the  actual  letter  to  the  cus- 
tomer is  to  be  carefully  written  in  the  correspond- 
ence bureau. 

"Many  courtesies  in  the  way  of  informing  cus- 
tomers that  certain  lines  of  goods  have  been  re- 
ceived, etc.,  that  would  otherwise  be  overlooked  or 
neglected,  receive  attention  through  the  use  of  these 
slips.  Customers,  as  a  rule,  appreciate  such  at- 
tempts on  our  part  at  pleasing  and  saving  of  use- 


DEPARTMENT  STORE  CORRESPONDENCE  239 

less  trips  to  the  store  for  information  which  could 
just  as  well  be  sent  to  them  by  mail,  so  that  it  pays 
the  merchant  to  attend  to  these  little  things  in  the 
long  run. 

"As  an  illustration  of  the  value  of  correspond- 
ence in  connection  with  the  retail  trade,  let  us  sup- 
pose a  new  customer  inquires  for  goods  not  in  stock 
at  the  moment.  The  clerk  is  not  certain  when  they 
will  be  received,  and  the  customer  does  not  wish  to 
wait  until  the  information  is  obtained.  It  is  but  the 
work  of  a  minute  to  request  the  name  and  address 
and  state  that  the  information  will  be  sent  by  mail 
that  day.  Of  course  this  action  would  only  be  sug- 
gested after  it  was  found  the  customer  could  not  be 
suited  in  another  line.  It  is  certain  that  the  cus- 
tomer's attention  is  favorably  attracted  to  the  store 
by  the  proffered  courtesy,  which  will  be  further  ac- 
centuated on  receipt  of  a  personal  letter. 

"Our  follow-up  system  receives  careful  handling. 
Names  and  addresses  are  obtained  from  the  credit 
department,  and  also  from  drivers'  delivery  sheets 
in  the  case  of  cash  or  C.  0.  D.  transactions.  A  card 
system  is  used,  and  in  addition  to  the  name  and  ad- 
dress we  make  a  note  of  the  amount  of  the  purchase 


240  MODEKN   BUSINESS    CORRESPONDENCE 

and  also  the  date  of  same,  so  that  we  can  keep  track 
of  the  business  done  by  the  patron  and  the  date  of 
the  last  purchase. 

"Form  letters  are  sent  out  at  least  once  a  month 
and  the  list  is  kept  fresh  by  eliminating  the  names 
of  people  who  fail  to  respond  after  a  reasonable 
period  has  elapsed.  Catalogues  are  also  sent  out 
semi-annually. 

' '  My  experience  has  demonstrated  that  one  of  the 
best  principles  of  letter-writing  is  never  to  say  any- 
thing in  a  letter  you  would  not  be  just  as  willing  to 
say  in  person.  Conciseness  coupled  with  compre- 
hensiveness are  very  essential  in  correspondence." 

Wholesale  Branch. 

The  wholesale  branch  of  Marshall  Field  &  Co.  is 
kept  separate  and  distinct  from  the  great  retail 
branch,  and  the  two  organizations  regard  each  other 
very  much  as  totally  different  concerns,  although 
the  general  management  is,  of  course,  one. 

In  this  branch  the  incoming  mail  is  classified  by 
a  bureau  of  boys  who  are  selected  for  this  work  on 
account  of  their  long  experience  and  general  knowl- 
edge of  the  store.  These  boys  open  all  letters  and 


DEPARTMENT  STORE  CORRESPONDENCE  241 

obtain  enough  information  from  each  to  determine 
in  what  department  it  is  to  be  handled;  it  is  then 
taken  there  and  placed  in  a  receiving  basket  to  await 
attention.  Letters  referring  to  merchandise,  "spe- 
cial-price offerings,'7  etc.,  are  sent  to  the  buyer  of 
the  particular  department  where  the  goods  men- 
tioned are  handled,  to  be  answered  by  him.  Letters 
from  customers  desiring  credit  are  sent  to  the  credit 
manager.  Kemittances  are,  of  course,  sent  to  the 
cashier. 

Letters  from  salesmen  go  to  the  sales  manager. 
All  correspondence  between  the  house  and  traveling 
salesmen  is  handled  by  the  sales  manager  and  his 
assistants.  The  routing  of  the  men  is  done  in  this 
department,  and  each  man  sends  in  to  the  sales 
manager  his  daily  report  of  work  on  the  road. 

There  is  little  or  no  attempt  to  harmonize  the  tone 
of  letters  emanating  from  the  various  departments 
of  this  store.  Every  man  who  handles  correspond- 
ence is  supposed  to  be  familiar  with  the  subject 
matter  in  hand,  and  it  is  up  to  him  to  use  his  own 
judgment.  The  individuality  of  the  writer  of  a 
letter  is  sometimes  more  effective  than  any  polish 
which  the  house  might  afterwards  put  onto  the  let- 


242  MODERN   BUSINESS    CORRESPONDENCE 

ter,  and  employes  in  this  branch  are  allowed  to  ex- 
press themselves  in  their  own  way  without  criticism 
from  the  house. 

The  main  points  which  should  cover  all  corre- 
spondence are,  a  strictly  accurate  statement  of  all 
matters  handled ;  the  construction  should  be  as  sim- 
ple as  possible;  and  there  should  be  absolutely  no 
delay  in  responding  to  a  letter.  Letters  are  an- 
swered the  same  day  received.  If  the  information 
asked  for  is  not  at  hand  at  the  moment  the  letter 
is  received,  the  correspondent  is  notified  of  this  fact 
and  informed  at  what  future  date  it  may  be  expected. 
In  the  latter  instance  the  stenographer  places  the 
customer's  letter  and  copy  of  our  answer  in  a  file 
under  the  date  corresponding  with  that  indicated  in 
the  answer. 

There  are  no  special  features  to  the  collection 
and  credit  correspondence.  The  time  of  collection 
is  stated  when  the  goods  are  purchased,  and  the 
credit  a  man  is  entitled  to  is  readily  ascertained 
by  the  credit  man  before  purchases  are  made.  No 
statements  are  ever  rendered  other  than  the  original 
bill  of  sale.  All  statements  received  are  destroyed 
at  once  unless  they  refer  to  an  unsettled  claim  in  a 
month  previous  to  that  in  which  they  are  received. 


DEPARTMENT  STORE  CORRESPONDENCE  243 

Outgoing  mail  is  dictated  to  stenographers  lo- 
cated in  the  various  departments.  The  signature  to 
all  letters  is  that  of  the  house,  together  with  the 
name  of  the  writer,  both  typewritten.  The  letters 
are  stamped,  sealed  and  placed  in  baskets  from 
which  they  are  taken  to  the  postoffice  regularly  by 
boys. 

Form  letters  are  sent  out  every  week  by  the  ad- 
vertising department.  The  method  adopted  is  to 
direct  attention  to  the  merchandise  in  some  one 
department  in  each  letter.  This  system  is  found 
to  be  very  satisfactory  and  productive  of  excellent 
results.  It  keeps  the  house  constantly  before  the 
merchant  and  by  covering  the  various  lines  in  this 
way  you  are  certain,  eventually,  to  bring  before  him 
a  line  of  goods  he  is  interested  in. 

Aside  from  the  form  letters,  catalogues  are  sent 
out  to  retailers  in  the  spring  and  fall.  These  are 
compiled  in  elaborate  style  and  bring  good  results. 
They  are  sent  out  just  previous  to  the  departure  of 
the  road  men.  No  other  follow-up  system  is  used. 

The  rule  in  regard  to  letters  of  conciliation  is  to 
tell  the  truth  and  act  promptly  in  acknowledging  a 
mistake,  if  one  has  occurred.  Impress  your  corre- 


244  MODERN   BUSINESS    CORRESPONDENCE 

spondent  with  your  honesty  of  purpose,  and  place  the 
blame  at  once  where  it  rightfully  belongs. 

JOHN  V.  FARWELL  &  Co., 
Wholesale  Merchandising. 

All  incoming  mail  addressed  to  the  firm  is  de- 
livered to  the  cashier's  office.  After  remittances 
have  been  extracted  all  letters  are  turned  over  to 
the  credit  department,  and  are  scrutinized  by  the 
manager  or  his  assistants.  The  letters  are  then 
sorted  according  to  the  territory  in  which  they  be- 
long, and  distributed  to  the  general  salesmen.  Ter- 
ritories are  made  up  by  grouping  cities  and 
towns  adjacent  to  each  other,  covering  more  or  less 
extensive  area.  A  general  salesman  is  placed 
at  the  head  of  each  territory  and  he,  with  his  as- 
sistants, looks  after  the  customers  and  promotion 
of  new  business. 

Letters  from  road  salesmen  relating  to  questions 
on  certain  classes  of  merchandise  are  sent  to  the  buy- 
ers of  the  goods  mentioned.  All  outgoing  mail  is 
dictated  to  stenographers.  Letters,  when  completed, 
are  inspected  and  signed  by  the  author. 

The  special  point  which  makes  for  accuracy  is  that 


DEPARTMENT  STORE  CORRESPONDENCE  245 

each  employe  handling  correspondence  is  thoroughly 
familiar  with  all  the  details  covering  the  matter  in 
question,  and  in  the  case  of  the  general  salesman 
there  is  the  additional  advantage  of  a  personal  ac- 
quaintance with  the  correspondent.  Regular  trips 
covering  the  entire  territory  managed  by  the  general 
salesman  are  made  at  certain  intervals  for  the  pur- 
pose of  forming  and  fostering  acquaintanceship  of 
the  retail  dry  goods  merchants.  Personal  acquaint- 
ance with  the  correspondent  is  considered  one  of  the 
most  important  factors  which  make  for  the  effective- 
ness of  business  letters. 

Each  general  salesman  has  one  or  more  assist- 
ants. They  are  usually  clerks  who  have  served  in 
other  capacities  and  are  promoted  to  the  position 
of  assistants  because  they  have  displayed  an  apti- 
tude which  would  signify  ability  and  experience  suf- 
ficient to  make  good  in  that  department.  These  as- 
sistants are  soon  started  in  correspondence  under  the 
supervision  of  the  general  salesman,  who  persistently 
criticises  them  on  mistakes  in  grammatical  expres- 
sion, etc.,  and  while  they  are  instructed  to  be  as  brief 
as  is  consistent  with  the  matters  in  hand,  it  is  also 


246  MODERN   BUSINESS   CORRESPONDENCE 

made  imperative  that  they  cover  the  ground  in  as 
comprehensive  a  manner  as  possible. 

Form-letters,  embodying  the  above  principles,  are 
given  the  new  assistants,  not  with  the  idea  that  they 
should  follow  them  literally,  but  as  examples  of  cor- 
rect methods.  Such  forms  they  can  study  at  their 
leisure,  and  it  is  expected  that  they  will  be  absorbed 
and  serve  their  purpose  without  detracting  from  the 
writer's  own  individuality  of  expression. 

i '  The  decalogue  governing  our  correspondence  may 
be  laid  down  as  follows/'  said  Mr.  F.  F.  Ferry,  su- 
perintendent of  John  V.  Farwell  &  Co.:  "Thor- 
oughness, which  will  demonstrate  to  the  recipient  of 
the  letter  the  writer's  complete  mastery  of  the  sub- 
ject under  consideration;  conciseness,  but  withal 
conveying  comprehensive  statements  down  to  the 
minutest  details  without  unnecessary  elaboration; 
truthfulness,  which  will  establish  the  writer's  ver- 
acity and  cause  the  retailer  to  place  the  utmost 
confidence  in  all  statements  made  by  the  writer ;  and 
promptness,  whcih  will  convey  to  customers,  large 
and  small,  the  impression  that  you  consider  their 
business  of  sufficient  importance  to  attract  your  im- 
mediate attention. 


DEPARTMENT  STORE  CORRESPONDENCE  247 

"  Added  to  those  principles,  grammatical  expres- 
sion is  an  important  feature ;  and  great  care  should 
be  taken  to  obviate  double  meanings  and  vagueness. 

"The  correspondence  here  is  handled,  for  the  most 
part,  by  employes  who  have  passed  through  certain 
well-defined  stages  of  business  experience  with  the 
firm;  and  as  their  early  coaching  has  been  practically 
the  same  there  is  a  certain  unity  of  style  among  them. 
There  is  concerted  harmony  so  far  as  the  underlying 
principles  are  concerned,  although  the  application  of 
the  same  is  left  to  the  originality  of  the  writer. " 

Jobbers  are  in  the  position  of  seeking  the  favor 
of  the  retail  trade,  and  are  essentially  the  servants 
of  the  retail  merchant.  This  point  must  be  borne  in 
mind  in  correspondence  with  the  customer,  and  no 
matter  how  unreasonable  a  merchant  may  be  in  his 
demand,  it  must  be  met  in  a  spirit  of  politeness  and 
fairness  to  all  concerned. 

Traveling  salesmen  send  in  a  weekly  report  of 
their  work  on  the  road.  All  such  reports  and  letters 
pass  the  scrutiny  of  the  credit  man,  and  those  re- 
ceiving his  0.  K.  are  then  sorted,  as  explained 
before,  and  turned  over  to  the  general  salesmen. 
The  movements  of  the  men  and  results  of  their 


248  MODERN   BUSINESS    CORRESPONDENCE 

work  are  reported  to  the  sales  manager,  and  he  dic- 
tates letters  suggesting  methods  which,  in  his  judg- 
ment, will  facilitate  the  success  of  the  salesman  and 
encourage  him  to  further  efforts. 

This  firm  has  no  definite  system  in  sending  out 
form  letters,  but  they  are  used  to  a  considerable  ex- 
tent. In  some  instances  where  new  novelties  in 
dress  goods  are  received,  form  letters  are  arranged 
to  cover  this  particular  line,  and  samples  of  the 
goods  are  enclosed.  At  other  times  letters  are  sent 
to  retailers  suggesting  new  methods  of  advertising 
their  stock,  so  as  to  attract  the  attention  of  the 
consumers  to  the  line  of  goods  which  are  the  most 
likely  to  draw  trade  to  the  store.  Letters  on  win- 
dow dressing  are  sent  from  time  to  time,  or  when- 
ever anything  specially  meritorious  presents  itself. 
Experience  has  proven  that  circular  letters  which 
contain  valuable  helps  to  the  retail  merchant  bring 
the  best  results  in  opening  up  a  correspondence— 
which  eventually  brings  trade  to  the  jobber. 

The  general  salesmen  are  constantly  on  the  alert 
to  promote  and  expand  the  trade  in  their  various 
territories.  Daily  reports  are  received  regarding 
changes  in  firms  or  opening  of  new  stores.  News- 


DEPARTMENT  STOEE  CORRESPONDENCE  249 

paper  clippings  covering  this  field  are  also  received 
and  letters  are  at  once  dispatched  to  all  prospective 
customers. 

Letters  relating  to  credit  and  collections  must  be 
written  with  a  knowledge  of  the  conditions  of  the 
trade  where  the  merchant  has  his  place  of  business. 
Diplomacy  must  be  used  in  letters  of  inquiry  as  to  a 
man's  general  character,  so  as  to  bring  out  only  the 
facts  necessary  as  a  base  for  the  establishment  of 
credit. 

Collection  letters  must  be  prompt  and  decisive  and 
so  worded  as  to  call  for  an  immediate  response  from 
a  customer  where  an  account  is  overdue. 

Aside  from  the  form  letters,  general  salesmen  are 
continually  following  up  the  traveling  men  with  per- 
sonal letters,  not  in  any  systematic  way,  but  as  oc- 
casion may  suggest.  Letters  from  prospective  cus- 
tomers making  price  inquiries,  are  followed  up  by 
the  road  men,  and  a  personal  visit  is  made  sooner  or 
later  by  the  general  salesman. 

It  is  a  mistake  in  follow-up  work  sending  letters 
at  too  frequent  intervals  to  customers  who  show  no 
disposition  to  respond.  Such  people  are  apt  to  form 
the  habit  of  consigning  every  letter  to  the  waste- 


250  MODERN    BUSINESS    CORRESPONDENCE 

basket  without  perusal.  It  is  considered  best  to 
send  form  letters  to  such  only  when  they  contain 
something  of  unusual  merit  for  the  benefit  of  the 
retailer. 

We  take  the  ground  that  "to  err  is  human,"  and 
when  mistakes  are  found  to  be  on  us,  prompt  ac- 
knowledgment is  made.  When  they  are  on  the  other 
fellow  we  adopt  the  same  principle,  and  endeavor 
to  bring  about  amiable  settlements  without  impug- 
ning the  best  of  intentions. 

The  Boston  Store, 
Chicago. 

6 '  The  business  methods  adopted  in  this  store  prac- 
tically do  away  with  the  necessity  for  correspond- 
ence, "  said  Henry  G.  Hart,  manager  of  the  Boston 
Store.  "Our  trade  is  handled  on  a  strictly  cash 
basis.  We  pay  cash  for  all  the  merchandise  pur- 
chased, and  our  terms  are  cash  for  all  goods  sold. 

"The  bookkeeping  department,  while  important, 
occupies  a  very  insignificant  space  in  one  corner  of 
the  fifth  floor,  and  is  handled  by  one  expert  account- 
ant with  a  few  assistants. 

"The  matter  of  correspondence  cuts  little  figure 


DEPARTMENT  STORE  CORRESPONDENCE  251 

with  us  in  the  department  store.  We  have  a  mail 
order  house,  however,  which  is  a  separate  institu- 
tion. The  methods  used  there  to  secure  trade  are 
practically  the  same  as  those  adopted  by  other 
houses  of  like  character." 

Siegel,  Cooper  &  Co., 
Chicago. 

"All  letters  which  are  necessary  to  be  written  in 
the  regular  routine  of  our  business  are  dictated  by 
the  head  of  the  department  with  which  the  matter 
may  be  concerned,  except  in  the  case  of  complaints, ' ' 
said  I.  Klein,  vice-president  of  the  house.  "Such 
letters  are  sent  to  the  Adjusting  Bureau,  where  the 
complaint,  of  whatever  nature,  is  thoroughly  inves- 
tigated. The  customer  is  promptly  written  to  and 
every  effort  is  made  to  adjust  all  differences  in  a 
satisfactory  manner. 

"We  endeavor  to  employ  people  in  the  Adjusting 
Bureau  who  have  had  experience  in  correspondence 
and  know  how  to  write  letters  which  will  have  the 
desired  effect.  All  correspondence  relating  to  charge 
accounts,  other  than  complaints  regarding  merchan- 
dise, are  attended  to  by  the  employes  in  the  credit 


252  MODERN   BUSINESS    CORRESPONDENCE 

office.  The  buyers  in  the  various  lines  of  goods  do 
all  the  necessary  correspondence  in  connection  with 
this  branch  of  the  business." 

Carson,  Pirie,  Scott  &  Co., 
Chicago. 

This  firm  has  a  mail  department  where  all  letters 
are  kept  on  file,  and  the  incoming  letters  are  opened 
and  distributed  from  this  department.  A  record  is 
made  in  a  loose  leaf  book  of  the  name  and  address 
of  each  correspondent,  and  a  brief  summary  of  the 
contents  of  his  or  her  letter.  The  pages  of  the  book 
being  numbered,  the  same  number  is  put  on  the  let- 
ter copied  and  the  letter  sent  to  the  head  of  the  de- 
partment concerned. 

Letters  are  answered  direct  from  the  various  de- 
partments, but  the  letters  and  copies  of  the  answers 
are  returned  to  the  mail  department,  where  the  dis- 
position of  the  matter  is  also  marked  into  the  loose 
leaf  book  on  the  same  page  as  the  original  entry. 

The  only  effort  made  to  maintain  a  high  standard 
of  excellence  is  the  scrutiny  by  the  mail  department 
of  each  letter  sent  out.  Flagrant  mistakes  in  gram- 
mar, or  letters  written  in  ambiguous  terms,  are  re- 


DEPARTMENT  STORE  CORRESPONDENCE  253 

ferred  to  the  management  who  take  them  up  with  the 
employe  responsible. 

Correspondence  is  never  resorted  to  unless  our 
efforts  to  have  the  customer  call  at  the  store  fail. 
Complaints  are  handled  by  the  Adjusting  Bureau. 
No  instructions  are  given  to  the  heads  of  depart- 
ments as  to  the  way  letters  must  be  written,  but  if 
correspondence  is  not  conducted  in  a  satisfactory 
manner  the  persons  responsible  are  criticised  by  the 
management. 

Rothschild  &  Company, 
Chicago. 

"We  are  very  particular  to  have  correspondence 
leave  our  store  in  good  shape,"  said  H.  M.  Sam- 
son, manager  of  Eothschild  &  Company,  "and  in 
order  to  make  this  point  we  have  established  a  sort 
of  censorship  in  my  department.  Here  all  letters 
sent  out  by  the  various  departments  are  looked  over 
and  any  mistakes  in  grammatical  expression  or  lack 
of  courtesy  are  corrected. " 


254  MODERN    BUSINESS    CORRESPONDENCE 


PECULIAEITIES    OF    BANKING    CORRE- 
SPONDENCE. 

Notwithstanding  the  fact  that  any  correspondence 
which  a  banking  institution  would  be  called  upon  to 
transact  would  be  of  the  most  exacting  and  delib- 
erate character,  still,  proportionately,  as  great  a  part 
of  a  bank's  work  is  done  today  without  the  scrutiny 
of  those  high  in  authority  as  in  any  other  line  of 
business.  And  most  of  this  is  done  by  young  men, 
scarcely  more  than  youths. 

A  generation  ago  the  business  ability  of  a  banker 
who  would  have  entrusted  any  essential  part  of  his 
work  to  a  subordinate  would  have  been  seriously 
questioned.  He  did  all  the  work  himself,  with  his 
own  hands,  and  there  was  a  sort  of  supersensitive 
feeling  that  all  except  the  most  menial  details  of  the 
business  required  the  imprint  of  the  proprietor's  in- 
dividuality. But  if  any  part  of  the  routine  work 
was  to  be  delegated  it  was  put  into  the  hands  of  the 
oldest  men  in  the  concern.  The  copying  of  letters, 
which  would  now  be  done  by  boys,  if  not  by  a  mere 


BANKING   COBKESPONDENCE  255 

slip  of  a  girl,  was  then  performed  with  jealous  zeal 
by  a  clerk  with  gray  hairs  and  a  beard.  The  thor- 
roughness  and  accuracy  of  young  men  was  distrusted 
and  the  banker  even  wrote  out  his  business  letters 
with  his  own  pen. 

Today  things  are  decidedly  different.  In  a  mod- 
ern bank  by  far  the  greater  part  of  the  work  is  done 
without  the  attention  or  even  the  precise  knowledge 
of  any  of  the  officials — much  of  it  even  being  done 
mechanically  by  subordinates  in  a  way  which  might 
appear  to  the  uninitiated  to  be  careless  and  hap- 
hazard, but  which,  in  reality,  is  as  proof  against 
error  and  fraud  as  if  done  in  the  handwriting  of  the 
president. 

With  reference  to  the  methods  by  which  the  work 
in  a  modern  bank  is  accomplished,  the  detail  work 
divides  itself  into  three  classes :  the  official,  the  rou- 
tine and  the  mechanical.  And  correspondence,  be- 
ing a  part  of  the  detail  work,  is  classified  in  pre- 
cisely the  same  way. 

To  discuss  these  classes  in  their  order,  the  first 
mentioned  is  that  correspondence  which  is  of  such 
moment  and  of  such  unusual  character  that  none  but 
an  official  of  the  institution  may  be  entrusted  with 


256  MODERN   BUSINESS    CORRESPONDENCE 

its  discharge,  and  which,  for  various  reasons,  will 
require  the  actual  signature  of  an  official.  There  are 
in  all  lines  of  business  certain  things  which  stand 
out  by  themselves  from  the  routine  of  the  office  and 
which  cannot  be  handled  in  the  usual  way.  These 
are  official  matters,  and  while  insignificant  in  volume 
to  the  balance  of  the  work  done  in  a  bank,  are  the 
only  things  which  receive  the  attention  which  all 
work  received  sixty  years  ago.  For  example,  a  cer- 
tain skill  and  authority  is  called  for  in  the  corres- 
pondence during  a  panic,  or  when  cash  payments  for 
some  reason  are  restricted.  Another  case  is  where 
some  person  of  high  standing  addresses  his  letter 
to  an  official  direct,  and  anything  less  than  a  per- 
sonally dictated  letter  would  not  suffice. 

The  second  class  mentioned  above  is  the  regular 
routine  correspondence  of  the  office.  It  consists  of 
answering  and  handling  such  letters  as  must  have 
personal  attention  in  some  measure,  and  yet  are  not 
so  important  as  to  require  the  attention  of  an  of- 
ficial. These  letters  cover  inquiries  about  the  stand- 
ing of  people  and  the  answers  to  inquiries  from  oth- 
ers ;  letters  regarding  the  opening  of  accounts ;  stat- 
ing terms  for  collection ;  asking  a  change  of  arrange- 


BANKING    CORRESPONDENCE  257 

ments;  and  applications  for  loans  and  the  answers 
thereto.  There  are  all  sorts  of  inquiries  in  regard 
to  general  conditions  of  commercial  prosperity,  and 
sometimes  legal  questions.  These  are  all  answered 
by  the  heads  of  the  various  departments  to  which 
they  are  distributed. 

The  third  class  of  correspondence — which  is  also 
last  in  order  of  adoption  by  the  business  world- 
consists  in  the  filling  out  of  blank  forms  printed  for 
the  purpose.  These  forms  are  of  all  sizes  and  shapes 
and  bear  no  signature  or  address.  They  are  not 
even  arranged  in  the  form  of  a  letter. 

"Why  should  these  be  regarded  as  letters,  then?" 
the  reader  may  ask.  "They  are  at  best  only  tokens 
that  something  has  been  done,  and  not  correspond- 
ence/' 

But  the  banker  will  answer  you  with  a  counter- 
question:  "Do  they  not  take  the  place  of  letters 
that,  a  century  ago,  were  handwritten  and  of  great 
volumes  of  letters  five  or  ten  years  ago  that  were 
typewritten  1" 

In  the  earlier  days  letters  were  all  written  out  by 
hand  and  all  business  intelligence  that  was  transmit- 
ted was  transmitted  by  letter.  Letters  were  all  labo- 


258  MODERN   BUSINESS    CORRESPONDENCE 

riously  copied  in  books  and  indexed  and  the  books 
filed  away.  There  was  but  one  class  of  correspond- 
ence then.  Since,  there  has  been  a  slow  but  certain 
development  always  tending  towards  simpler,  more 
effective,  time-saving  and  labor-saving  methods.  In- 
stead of  writing  all  letters  manually  typewriting 
came  into  vogue;  and  the  writing  was  delegated  to 
subordinates.  There  were  two  classes.  Then  in- 
stead of  subordinates  writing  a  letter  for  every  com- 
munication forms  were  brought  into  use;  at  first  in 
the  shape  of  a  letter  with  the  usual  address  at  the 
top  and  a  polite  phrase  at  the  bottom.  Then  the 
outward  forms  of  a  letter  were  done  away  with  so 
that  now  there  are  three  classes.  We  have  for  this 
third  class,  for  a  multitude  of  transactions,  a  simple 
sheet  of  paper  which  states  its  object  without  cere- 
mony, generally  with  certain  instructions  printed 
at  the  bottom  concerning  the  particular  subject 
treated  on. 

For  instance:  a  check  is  sent  to  the  bank.  No 
letter  is  enclosed  with  it.  It  is  not  even  indorsed  in 
handwriting.  In  the  place  of  indorsement  the  check 
is  stamped  with  a  rubber  stamp  as  follows:  "For 
Deposit  in  The  First  National  Bank  to  the  credit  of 


BANKING   CORRESPONDENCE  259 

John  Jones. "  Enclosed  with  the  check  will  be  two 
slips  of  paper — printed  forms — with  the  name  of  the 
bank  at  the  top,  as  follows:  " Deposited  with  The 
First  National  Bank  for  account  of  John  Jones,  Sep- 
tember 30,  1908? ' '  and  below  that  will  be  typewritten 
by  the  sender:  "Check  $75.00."  This  slip  is  made 
out  in  duplicate  and  both  copies  enclosed,  so  that 
the  receiving  teller  merely  stamps  the  name  of  the 
bank  on  the  duplicate  copy  with  a  rubber  stamp  and 
returns  it  for  receipt.  This  even  does  away  with 
remittance  books.  There  are  different  forms  of  these 
remittance  slips;  one  for  remittances  for  collection, 
such  as  checks,  drafts,  notes,  etc.;  and  the  other 
for  remittances  for  credit,  such  as  silver  and  paper 
money. 

But  these  "deposit  slips"  are  only  one  instance 
of  how  forms  are  made  to  take  the  place  of  letters. 
There  are  perhaps  a  hundred  different  forms  used 
in  a  similar  way.  There  are  quite  a  number  in  the 
Foreign  Department,  others  in  the  Collection  Depart- 
ment, and  still  others  in  the  Remittance  Department. 
There  are  forms  for  forwarding  notes  to  other 
banks,  forms  advising  receipt  of  collaterals  and  ex- 
change of  collaterals  and  return  of  collaterals,  also 


260  MODERN    BUSINESS    CORRESPONDENCE 

forms  for  reporting  maturity  of  notes  as  collateral, 
and  forms  for  many  other  things.  The  great  city 
banks  handle  thousands  of  letters  a  day,  and  by  such 
devices  as  form  letters  do  it  easier  and  in  a  more 
thorough  manner  than  the  old  time  banks  handled 
their  dozens  and  scores  of  letters. 

Now,  the  bulk  of  the  letters  that  come  to  a  bank, 
as  far  as  they  cover  routine  business,  never  reach  the 
eye  of  the  officers.  They  are  at  once  distributed 
to  the  several  departments.  There  is  a  force  that 
opens  letters  and  a  force  that  distributes  them.  Clear- 
ing items  for  collections  and  returns,  reports  on  col- 
lections, reports  on  the  various  transactions  that 
come  up  in  the  regular  course  of  banking  are  all  dis- 
tributed and  handled  by  the  departments  in  their  or- 
dinary routine  of  work. 

Anything  outside  of  that  which  may  require 
special  attention  or  special  thought  goes  to  some  of- 
ficer for  his  consideration  and  he  may  then  handle 
it  himself  or  pass  it  back  again  to  a  subordinate,  as 
he  may  see  fit.  In  some  of  the  larger  banks  there 
has  been  a  still  further  development  in  the  mech- 
anism of  handling  correspondence.  A  specialist  in 
correspondence  having  a  staff  of  stenographers  of 


BANKING   CORRESPONDENCE  261 

his  own  not  only  handles  the  especially  difficult  mat- 
ters in  that  line,  but  censors  the  correspondence 
which  the  heads  of  the  various  departments  transact. 
To  him  are  referred  all  matters  which  require  dip- 
lomatic or  particularly  vigorous  and  cautious  han- 
dling, and  there  are  many  of  these. 

It  is  one  of  the  cardinal  points  of  banking  cor- 
respondence to  guard  against  implied  or  expressed 
responsibility.  A  bank  may  be  held  strictly  respon- 
sible for  what  it  says,  as  well  as  for  what  it  does,  and 
the  careful  letter-writer  in  a  bank  will  instinctively 
word  his  letters  with  this  fact  in  mind.  It  is  the 
subconscious  idea  which  permeates  all  correspond- 
ence and  DAMAGES  is  the  spectre  which  stands  be- 
hind the  bank  correspondent's  chair  perpetually. 

For  instance,  in  reporting  adversely  on  the  stand- 
ing of  a  firm  it  is  neither  prudent  nor  necessary  to 
say  that  "Mr.  Blank's  credit  is  worthless  and  we 
would  advise  you  to  have  nothing  to  do  with  him." 
That  would  be  injurious  to  the  reputation  of  Mr. 
Blank,  and  the  evidence  against  the  bank  is  written 
and  therefore  permanent.  The  spoken  word  is  soon 
forgotten,  but  what  is  written  remains  and  may  come 
up — perhaps  in  a  lawsuit — ten  years  later.  A  banker 


262  MODERN   BUSINESS    CORRESPONDENCE 

will  not  indict  himself  in  such  a  reckless  way  as 
that;  he  will  give  an  evasive  answer.  To  the  cau- 
tious man  an  evasive  answer  by  a  bank  is  as  good 
as  a  turndown.  The  banker  will  say:  "I  would 
rather  not  recommend  this  paper, "  meaning  a  note 
on  Mr.  Blank.  This  would  mean  that  the  paper  is 
not  worth  two  cents.  Anything  more  bold  might  be 
the  basis  of  a  claim  for  damages  against  the  bank. 

Another  example :  here  is  a  man  who  is  in  a  profit- 
able business  but  who  has  begun  to  drink  and  carouse 
around,  and  someone  in  another  city  writes  a  bank 
here  for  reference.  The  bank  would  reply:  "We 
do  not  consider  the  moral  risk  in  this  case  as  high 
as  might  be  desired. "  Still  another  example:  in  all 
cases  when  information  or  advice  is  given  the  banker 
will  disown  all  legal  responsibility  by  a  line,  at  the 
close  of  his  letter,  similar  to  the  following:  "This, 
of  course,  without  any  responsibility  on  our  part." 
It  comes  in  many  times  when  reporting  the  stand- 
ing of  a  party;  in  all  that  is  reported  on  the  char- 
acter of  an  investment  or  security;  and  in  other 
cases  where  inquiries  are  answered. 

In  a  certain  case  the  other  day  a  business  man 
wrote  a  bank  about  Mr.  B.  whose  paper  was  contem- 


BANKING    CORRESPONDENCE  263 

plated.  The  bank's  reply  was:  "We  do  not  enter- 
tain the  same  opinion  about  this  paper  that  we  for- 
merly did."  The  man  did  not  buy  Mr.  B.'s  paper 
and  later  the  bank  received  a  letter  of  thanks  from 
the  business  man  stating  that  its  hint  had  saved  him 
from  being  a  creditor  of  the  defunct  concern  of  Mr.  B. 

Nowadays  a  bank  officer  has  many  demands  made 
upon  him.  He  must  be  as  suave  in  his  intercourse 
with  men  as  a  Chesterfield;  must  have  the  gift  of 
writing  letters,  and  be  a  diplomat,  and  even  in  addi- 
tion to  that  there  are  other  demands.  He  must  be 
able,  at  a  banker's  convention,  to  address  those  pres- 
ent in  a  clear  and  able  manner;  but  above  all  he 
must  be  a  good  letter-writer,  because  a  great  deal 
of  the  business  of  today  is  done  by  correspondence. 

For  example,  in  the  morning  mail  a  letter  may 
be  received  asking:  "Do  you  believe  that  business 
is  going  to  be  decidedly  better  after  the  election  ?" 

That  comes  frequently.  Another  man  says :  i '  How 
do  you  regard  the  plan  of  Bryan  in  regard  to  bank 
deposits  V9  During  the  panic  the  people  down  in 
the  country  "wanted  to  know."  They  read  the 
newspaper  reports  and  opinions  of  conditions  but 
they  do  not  know  how  truly  they  reflect  the  real  sit- 


264  MODERN   BUSINESS    CORRESPONDENCE 

nation,  so  they  write  to  us  and  expect  inside  facts. 
Usually  they  get  them.  In  a  way  they  have  a  right 
to  them  but  it  is  not  always  incumbent  on  us  to 
give  such  information. 

A  refusal  on  our  part  to  comply  is  always  couched 
in  the  most  courteous  terms.  The  more  decisive  the 
refusal  the  more  courteous  is  the  reply.  Of  course 
the  personal  equation  must  always  be  considered. 

In  times  of  great  financial  stress  there  are  let- 
ters to  be  handled  which  are  anything  but  consid- 
erate in  tone.  Absurd  demands  will  sometimes  be 
made  by  people  in  their  excitement  which  might 
seem  to  warrant  hot  replies.  But  in  well-managed 
banks  the  answers  to  such  letters  are  always  cour- 
teous. Even  threatening  letters  must  be  answered 
in  a  conciliatory  spirit;  but  they  may  and  should 
be  answered  briefly  and  to  the  point.  Do  not  of 
course  let  the  subject  suffer  on  account  of  brevity, 
but  the  only  thing  to  be  gained  by  the  writing  of  a 
very  long  letter  would  be  the  mere  impression  of 
length  which  might  indicate,  possibly,  that  the  writer 
took  the  matter  seriously  and  was  giving  particular 
care  to  the  individual  case.  There  is  more  to  be  lost 
than  gained.  Multiplicity  of  words  gives  opportun- 


BANKING   CORRESPONDENCE  265 

ity  for  the  misconstruction  of  something  that  is  said. 
This  was  true  to  a  greater  extent  in  former  times 
than  now,  however.  The  typewriter  has  wrought 
many  changes  in  the  style  of  correspondence.  We 
can  be  more  explicit  and  write  more  at  length  in 
print  because  we  see  what  we  have  written,  and  we 
see  it  in  cold  type  after  it  is  written.  We  have  a 
better  survey  than  we  have  in  the  scrawly  hand- 
writing; therefore  we  can  group  things  better — we 
can  arrange  our  ideas  more  clearly. 

One  man  will  write  long  letters  where  another 
would  write  short  letters ;  another  will  always  write 
briskly  while  still  others  will  always  write  in  a  con- 
ciliatory tone.  The  answers  to  such  letters  may 
vary  slightly  from  the  writer's  usual  style  toward 
the  style  of  the  man  written  to  and  perhaps  be 
better  understood. 

The  tone  of  the  letter  to  some  extent  depends  also 
on  the  position  of  the  man  who  writes  it.  The  presi- 
dent of  a  bank  may  with  propriety  be  more  out- 
spoken than  the  cashier  or  assistant  cashier  because, 
coming  from  him,  it  is  received  with  a  stronger  de- 
gree of  allowance  than  when  it  comes  from  a  minor 
officer.  It  carries  with  it  a  tone  of  authority.  So 


266  MODERN   BUSINESS    CORRESPONDENCE 

not  only  the  man  to  whom  the  letter  is  addressed, 
but  also  the  man  who  is  doing  the  writing,  must  be 
considered. 

It  is  seldom  good  policy  in  any  line  of  business 
to  write  a  letter  while  angry.  The  judicious  busi- 
ness man  will,  when  his  feelings  are  running  at  too 
high  a  pitch,  lay  a  letter  aside  and  answer  it  the 
following  day.  After  it  is  written,  if  he  finds  it 
still  too  strong  he  again  puts  it  away.  Procrastina- 
tion may  be  a  thief  of  time,  but  it  is  also  true  that 
discretion  is  the  better  part  of  valor.  It  is  certainly 
not  discreet  to  put  the  emotions  of  the  moment  into 
such  a  permanent  form  as  print,  which  may  be 
brought  up  at  a  future  time  as  damaging  evidence 
against  one.  Mentally  speaking,  every  correspon- 
dent should  have  on  his  desk  the  precept,  "A  soft 
answer  turneth  away  wrath. "  Even  when  the  let- 
ter one  is  answering  contains  offensive  terms,  re- 
buke the  man,  if  at  all,  in  a  dignified  way.  It  will 
go  much  deeper  than  otherwise  and  is  more  com- 
patible with  the  high  position  which  a  bank  claims 
in  the  esteem  of  the  public.  A  slight  vein  of  irony 
may  not  be  misplaced  in  resenting  something  that 


BANKING   CORRESPONDENCE  267 

a  correspondent  has  said  in  his  letter  to  you,  but 
sarcasm  must  not  be  too  pronounced. 

It  may  be  said  with  equal  seriousness  that  humor 
is  seldom  appropriate  in  a  business  letter.  If  one 
tries  to  be  funny  he  should  keep  himself  safely 
within  the  lines  of  good  taste.  A  very  little  humor 
is  sometimes  effective,  however,  when  carefully  tem- 
pered down. 

To  express  the  degree  of  intimacy  in  a  letter  is 
one  of  the  fine  points  of  correspondence.  Often  with 
people  that  you  know  well  and  that  will  not  take  it 
amiss,  a  gentle  slang  phrase  now  and  then  is  very 
effective,  but  you  must  know  where  to  apply  it. 

There  are  many  shades  of  meaning  expressed  in 
the  various  opening  salutations  in  general  use.  How 
few  people  there  are  who  appreciate  the  fact  that 
the  address,  "My  dear  Mr.  Smith,"  is  far  more 
formal  and  less  intimate  than  "Dear  Mr.  Smith". 

A  good  closing  for  an  official  letter,  which  means 
a  letter  out  of  the  ordinary,  is,  "Very  courteously." 
In  letters  where  a  more  personal  tone  is  touched  it 
may  be  ' '  Sincerely  yours. ' '  There  are  so  many  ways 
that  no  attempt  is  made  here  to  enumerate  them 
all — merely  several  of  the  most  acceptable. 


268  MODERN   BUSINESS   CORRESPONDENCE 

The  best  bank  correspondent  the  writer  has  ever 
been  acquainted  with  he  met  in  one  of  the  great 
banks  of  London.  The  one  element  of  his  letters 
which  stood  out  in  prominent  relief  from  all  the  rest 
was  his  refined  politeness.  Hand  in  hand  with  that 
politeness,  every  feature  of  his  letters  was  brought 
out  with  an  unusual  clearness  and  elegance  of  ex- 
pression. His  closing  salutation  in  most  letters  was : 
"I  remain,  gentlemen,  yours  f aithf ully. ' > 

There  are  certain  letters  in  business  correspond- 
ence of  a  personal  nature  that  should  be  written 
manually.  Letters  of  condolence  and  other  letters 
of  an  intimate  nature  have  a  much  better  effect  if 
they  appear  in  the  handwriting  of  the  man  who 
sends  them,  although  in  later  years  that  feeling  has 
to  a  great  extent  diminished.  We  are  now  writing 
many  letters  with  the  aid  of  a  machine  that  for- 
merly we  would  have  written  by  hand. 

It  is  true  where  sad  events  like  the  death  of  an 
officer,  a  serious  accident,  or  destruction  of  a  bank 
by  fire,  should  be  recognized  and  made  the  subject 
of  a  letter.  Some  years  ago  when  a  crank  exploded 
a  bomb  in  the  office  of  a  Philadelphia  bank,  dispatches 
of  condolence  were  sent.  One  requirement  in  good 


BANKING    CORRESPONDENCE  269 

business  correspondence  is  that  indefinable  thing 
which  we  call  tact.  It  is  something  that  cannot  be 
taught.  It  must  be  inborn,  and  it  must  be  exercised 
far  more  acutely  in  correspondence  than  in  per- 
sonal contact  because  there  is  no  twinkle  of  the  eye 
to  modify  the  meaning. 


270  MODERN   BUSINESS   CORRESPONDENCE 


LETTERS  TO  CONSUMERS. 

Campaigning  for  business  is  the  first  task  to 
which  a  retail  house  applies  its  energies — and  its 
efforts  are  successful  in  proportion  as  this  "push- 
ing for  new  business"  is  consistently  and  inces- 
santly followed.  The  sales  of  a  retailer  are  usually 
small  sales,  and  his  margins  of  profit  narrow.  He 
must  make  many  sales  and  wrap  up  innumerable 
packages  in  order  to  realize  the  amount  of  profit 
that  a  wholesale  merchant  or  jobber  would  make  on 
a  single  deal.  And  it  all  simmers-  down  to  two 
things:  get  the  patronage,  and  hold  it.  To  get  the 
patronage  he  must  resort  to  several  methods,  one 
of  the  most  effective  of  which  is  circular  letters 
personally  addressed. 

Many  retailers  in  large  and  small  towns  make  a 
practice  of  writing  postal  cards  to  their  customers 
whenever  a  new  line  of  goods  arrives.  One  con- 
cern in  ladies'  furnishings,  with  a  French  name  and 
a  reputation  for  high  prices,  adopted  this  method 
with  excellent  results.  The  management  always 


LETTERS   TO    CONSUMERS  271 

kept  one  line  of  goods  to  sell  at  bargain  prices,  and 
wrote  postal  cards  to  individuals  announcing  it. 
For  instance,  while  the  general  stock  of  goods  kept 
were  higher  in  price  than  ordinary,  and  the  average 
person  knew  it  and  kept  away,  a  quantity  of  French 
gloves  would  be  procured  and  retailed  at  a  very  low 
price.  Before  this  stock  of  gloves  would  arrive 
post  cards  would  be  sent  to  prospective  customers 
as  follows : 

"Dear  Madam: 

We  beg  to  inform  you  in  advance  that 
our  annual  sale  of  Real  French  Kid  gloves, 
at  50  cts.  a  pair,  takes  place  Friday,  Oct. 
2,  '08. 

To  insure  a  choice  selection  we  suggest 
that  you  make  your  purchases  early  on 
that  day. 

Very  Respectfully, 

HENRI  BEAUCHAMP." 

The  astonishingly  low  price  quoted,  probably  the 
cost  price,  would  convey  to  the  addressee  the  idea 
that  the  Beauchamp  store  might  not  be  so  high- 
priced  after  all,  and,  once  she  made  a  call  there, 
the  management  left  no  stone  unturned  to  get  ac- 
quainted and  make  an  impression  that  would  go  far 
toward  inducing  the  timid  purchaser  to  come  again. 


272  MODERN   BUSINESS   CORRESPONDENCE 

The  next  week  a  different  line  of  goods  would  be 
sold  out  cheaply,  and  a  different  list  of  people  writ- 
ten to.  These  cards  were  written  by  hand  and  al- 
ways carried  the  impression  that  a  personal  con- 
sideration was  being  extended. 

One  of  Chicago's  great  department  stores,  from 
time  to  time,  sends  out  form  letters  to  consumers, 
mostly  women.  It  is  surprising  to  most  people  how 
great  a  proportion  of  all  the  money  spent  in  the 
United  States  is  spent  by  the  women,  not  only  in 
the  lines  of  goods  handled  by  department  stores, 
but  in  nearly  all  lines.  Following  is  a  letter  recently 
sent  out  by  the  department  store  mentioned  above : 

"Chicago,  July  llth,  1907. 
"Dear  Madam: 

We  very  much  regret  that  you  do  not 
avail  yourself  more  frequently  of  our 
charge  account  at  this  store,  and  we  sin- 
cerely trust  it  is  not  due  to  any  failure 
upon  our  part  to  serve  you  promptly  and 
satisfactorily. 

We  know  that  with  our  large  and  well 
assorted  stocks  of  merchandise  and  com- 
petent organization,  we  should  be  able  to 
supply  your  needs  to  your  complete  satis- 
faction. Being  one  of  a  Chain  of  Four 
Great  Stores  our  opportunities  for  advan- 
tageous buying  are  unlimited,  and  result 
in  the  constant  underselling  that  has  won 


LETTERS   TO    CONSUMERS  273 

for  us  the  name  of  ' Chicago's  Economy 
Center/ 

In  this  connection  permit  us  to  call  your 
attention  to  our  newly  installed  telephone 
order  department.  This  department  is  in 
charge  of  competent  house  shoppers,  whose 
duty  it  is  to  satisfy  your  every  want,  thus 
enabling  our  charge  patrons  to  shop  by 
'phone  with  perfect  safety. 

We  feel  that  these  manifest  advantages 
should  appeal  to  you  and  result  in  this 
store  receiving  your  valued  orders  with 
much  greater  frequency. 

Trusting  you  will  consider  us  at  your 
service  we  remain, 

Very  Truly  Yours, 


Credit  Manager." 

In  the  case  of  retail  grocers,  who  are  seldom  qual- 
ified for  or  inclined  to  the  writing  of  business-get- 
ting letters,  the  wholesale  houses  from  whom  they 
buy  frequently  get  out  letters  and  mail  them  to  cus- 
tomers, lists  of  whom  are  furnished  by  the  retailer. 
To  illustrate,  the  style  and  whole  plan  of  campaign 
followed  by  wholesale  grocers  to  secure  trade 
on  a  given  article,  we  can  hardly  do  better  than 
quote  a  full  line  of  examples,  which  happen  to  be  on 
coffee. 

To  insure  a  thorough  reading  such  letters  must 


274  MODERN   BUSINESS    CORRESPONDENCE 

be  ingeniously  written,  and  if  they  are  sufficiently 
interesting  to  attract  the  attention  of  the  boy  or 
girl  in  the  home,  if  thrown  aside  by  the  housewife 
who  may  be  busy  with  other  things,  so  much  the 
better.  They  are  addressed  personally  and  resem- 
ble in  appearance  a  personally  dictated  letter. 

The  writer  of  this  character  of  letters  must  use 
all  his  arts  to  impress  upon  the  reader  the  name  of 
the  brand  of  goods,  and  make  the  impression  so  clear 
and  vivid  that  it  will  remain  with  the  reader  of  the 
letter.  The  first  paragraph  of  the  second  letter  is 
a  good  illustration  of  what  is  meant  by  this. 

1. 
Dear  Madam : — 

We  want  one  minute  of  your  time — and 
will  pay  for  it  at  the  rate  of  $1,500  a  year, 
$6  a  day,  sixty  cents  an  hour,  one  cent  a 
minute.  That's  fair,  isn't  it? 

What  we  want  of  this  short-time  service 
from  you  is  the  investigation  of  our  Wish- 
bone Coffee.  This  coffee  is  a  marvel  of  the 
coffee-blender's  art.  It  has  all  the  qualities 
of  a  very  expensive  coffee  —  exquisite 
aroma,  delicacy  of  flavor  and  a  "body"  that 
satisfies.  More  than  this,  it  is  always  the 
same.  The  quality  never  fluctuates.  You 
know  what  you  are  getting  every  time  you 
carry  home  a  pail  of  our  Wishbone  brand. 

Because  it  is  sealed  in  air-tight  pails  just 


LETTERS    TO    CONSUMERS  275 

as  it  comes  from  tlie  roaster,  its  delicate 
bouquet  is  always  retained  and  is  never 
vitiated  or  tainted  by  foreign  smells  and 
flavors — as  are  all  "bulk"  or  loosely  packed 
coffees. 

There  are  4%  pounds  net  of  coffee  in 
every  pail  of  Wishbone — and  the  pail  itself 
would  cost  you  15  cents.  You  get  the  coffee 
and  the  pail  for  $1.  Although  we  have  con- 
sistently guaranteed  this  coffee,  we  have 
never  been  called  upon  to  pay  back  any 
money.  If,  however,  you  are  not  perfectly 
satisfied,  your  money  will  be  refunded  for 
return  of  goods  to  your  grocer. 

The  plain  fact  is  that  Wishbone  Coffee 
is  universally  satisfactory.  Never,  in  all 
our  long  experience  of  nearly  fifty  years 
selling  coffee,  have  we  ever  handled  a  coffee 
that  approached  Wishbone  in  the  uniform- 
ity with  which  it  has  delighted  the  taste  of 
discriminating  coffee  drinkers.  Its  deli- 
cious qualities  prove  themselves  in  the  cup. 
That's  where  Wishbone  wins  the  favor  of 
the  people. 

Have  you  tried  it?  If  not,  you  have  lost 
an  opportunity;  and  if  you  have,  you  need 
no  argument  for  keeping  up  your  acquaint- 
ance with  this  happy  blend. 

Believe  us, 

Your  faithful  servants, 

2. 

Dear  Madam: — 

The  other  day  a  good  friend  asked  us 
why  we  call  our  star  brand  of  coffee 
WISHBONE.  A  fair  question,  and  easy 


276  MODERN   BUSINESS    CORRESPONDENCE 

to  answer!  Simply  because  there  is  some- 
thing about  the  word  Wishbone  that  sug- 
gests pleasant  associations,  a  feeling  of 
whole-souled  satisfaction  of  thankfulness 
for  that  which  t  '  goes  to  the  right  spot ' '  and 
leaves  nothing  to  be  desired! 

Isn't  that  in  line  with  your  own  "Wish- 
bone associations!"  Doesn't  the  very  word 
call  up  happy  memories  and  the  feeling  of 
"fullness  and  content  1"  Of  course!  Then 
the  only  question  is:  Does  the  coffee  give 
the  same  feeling  of  wholesome  satisfaction 
and  content  that  is  associated  with  the 
Wishbone  of  the  other  sort! 

We  think  it  does.  Hundreds  of  discrim- 
inating coffee  drinkers  tell  our  customers 
that  the  brand  is  up  to  the  full  standard  of 
the  best  Wishbone  traditions.  But  what  we 
want  is  an  expression  of  your  personal 
opinion  on  this  score. 

Mr ,  the  grocer  in  your  city, 

has  spoken  very  highly  of  your  discernment 
in  the  choice  of  good  coffees,  and  therefore 
we  urge  you  to  write  us  a  line,  telling  us 
what  you  think  of  the  Wishbone  coffee. 
This  effort  will  require  but  a  few  moments 
of  your  time,  and  we  assure  you  the  expres- 
sion of  your  views  will  be  highly  valued  and 
greatly  appreciated.  We  hardly  know  just 
how  we  can  "get  even"  with  you  for  this 
favor,  but  be  sure  we  shall  be  glad  to  recip- 
rocate in  some  way. 

Of  course  we  want  an  opinion  based  on 
actual  test.  Snap  judgments  on  hearsay 
evidence  will  not  help  us  in  this  investiga- 
tion, but  if  you  will  buy  a  pail  of  Wishbone 


LETTERS   TO    CONSUMERS  277 

coffee,  brew  it  very  carefully,  and  then 
write  us  of  your  impressions,  we  shall  be 
disappointed  if  you  do  not  say  it's  the  real 
Wishbone  Article. 

Sincerely, 

Q 

Dear  Madam: — 

In  our  recent  letter  we  omitted  to  ask  if 
you  ground  your  coffee  as  you  used  it. 
That's  the  real  way  to  get  the  full  bouquet 
of  the  blend. 

With  loosely  packed  or  "bulk"  coffees 
this  would  not  make  much  difference,  for 
the  original  aroma  of  such  coffees  has  not 
only  escaped,  but  foreign  odors  have  also 
been  absorbed. 

But  with  our  Wishbone  brand  it  is  differ- 
ent. The  air-tight  package  has  perfectly 
retained  the  delicious  aroma  of  the  blend 
and  has  perfected  it  from  taint  and  contam- 
ination of  foreign  odors. 

A  little  hand  mill  costs  but  a  small  sum, 
and  with  hermetically  sealed  Wishbone  cof- 
fee, ground  as  it  is  needed  for  immediate 
use,  the  result  is  ideaL  You  have  the  full 
force  of  all  the  exquisite  aroma  or  flavor 
that  it  had  at  the  moment  of  roasting. 

This  blend  of  coffee  is  so  happy  and  for- 
tunate that  it  can  scarcely  be  improved,  ex- 
cepting by  grinding  it  fresh  for  each  meal. 
Try  the  coffee,  any  way,  and  if  possible, 
profit  by  pur  suggestions  if  you  put  them 
into  practice.  The  grocer  of  your  city  who 
handles  Wishbone  coffee  will  confirm  this 
statement.  Just  ask  him  and  see. 
Yours  sincerely, 


278  MODERN   BUSINESS    COEKESPONDENCE 

4. 

Dear  Madam: — 

We  have  faith  in  humanity.  That's  why 
we  believe  you  are  willing  to  let  your 
neighbors  and  friends  know  about  a  really 
good  thing  that  has  come  under  your  own 
personal  observation. 

And,  again,  that's  why  we  feel  you  are 
willing  to  "push  a  good  thing  along"  by 
writing  us  just  what  you  think  of  our  fa- 
vorite Wishbone  Coffee.  You  remember 
we  wrote  you  about  this  before.  The  fact 
that  you  have  not  given  us  the  result  of 
your  experience  with  this  popular  blend  of 
medium-priced  coffee  is  not  attributed  to 
any  unwillingness  on  your  part  to  give  the 
public  the  benefit  of  your  opinion,  but 
rather  to  the  demand  upon  your  time 
and  attention. 

But,  now  that  you  see  how  you  can  serve 
the  interests  of  your  neighbors  and  friends 
by  expressing  yourself  on  this  subject,  we 
believe  you  will  cheerfully  respond  with  a 
brief  letter.  As  they  say  in  class  meeting: 
"Give  in  your  testimony,  that  others  may 
be  blessed  by  your  experience." 

What  do  others  say  about  it?  Simply 
this:  That  Wishbone  coffee  is  always  the 
same;  that  it  has  a  richness  of  flavor,  a 
delicacy  of  aroma  and  "filling  quality" 
that  heretofore  has  been  unattainable  save 
in  the  most  expensive  brands — the  coffees 
so  high  in  price  as  to  be  extravagantly 
beyond  the  reach  of  the  family  of  average 
means. 

Mr ,  Grocer,  of  your  city, 


LETTERS   TO    CONSUMERS  279 

has  this  coffee.  If  you  have  not  already 
secured  a  can  of  this  exquisite  blend,  do  so 
without  delay,  and  you  will  thank  us  for 
the  suggestion.  Then  put  us  on  the  list  of 
your  personal  friends  by  writing  us  the  re- 
sults of  your  investigation. 

Thanking  you  in  advance  for  this  kind 
favor,  we  are, 

Truly  and  gratefully  yours, 


P.  S.  Wishbone  coffee  comes  in  4y2- 
pound,  net,  tin  pails,  and  costs  only  $1.  The 
cans  are  hermetically  sealed  and  the  cof- 
fee is  as  fresh  and  aromatic  as  on  the  day 
it  was  roasted. 

5. 
Dear  Madam: — 

There  is  just  one  thing  we  forgot  to 
mention  in  our  former  letters  about  Wish- 
bone coffee.  That  is  the  matter  of  price. 

Of  course,  this  cuts  a  considerable  figure 
with  people  who  live  prudently — and  the 
best  customers  any  grocer  can  have  are 
those  who  do. 

One  can  of  Wishbone  costs  the  consumer 
only  $1.00,  and  it  contains  4%  pounds  of 
coffee.  That  makes  the  price  22  cents  a 
pound. 

There  are  cheaper  coffees  than  this — 
many  of  them — and  those  that  are  higher 
in  price.  But  our  experience  with  the 
Wishbone  brand  is  that  its  price  is  within 
reach  of  all  who  know  what  quality  in  cof- 
fee means;  and  at  the  same  time  we  have 
never  been  able  to  find  a  coffee  for  any- 


280  MODERN   BUSINESS    CORRESPONDENCE 

thing  like  the  price  of  this  that  has  so  rich 
a  flavor,  that  is  so  exquisite  in  aroma  and 
so  substantial  in  body. 

Again,  as  we  have  already  said,  never 
before  have  we  seen  a  coffee  that  runs  so 
evenly  and  wears  so  well  as  Wishbone.  We 
are  selling  thousands  of  cans  of  this  de- 
licious blend  and  receiving  hundreds  of 
letters  commending  it — but  thus  far  we 
have  failed  to  get  a  single  "kick"  against 
its  quality. 

Very  truly  yours, 


6. 
Dear  Madam: — 

"Blend"  isn't  a  big  word,  but  it  has  a 
world  of  meaning  when  applied  to  coffee. 
In  that  connection  it  means  everything. 
And  we  have  this  peculiar  value  of  the  word 
in  mind  when  we  say  that  the  blend  of 
Wishbone  Coffee  is  simply  wonderful.  It 
is  almost  perfect,  according  to  the  average 
taste  of  those  who  are  discriminating  users 
of  good  brands  of  coffee. 

Three  things  about  Wishbone  coffee  are 
worth  remembering: — 

1.  It    has  a  delicate    aroma,    delicate 
flavor. 

2.  There  is  body  and  substance  enough 
to  it  to  satisfy  those  who  want  "something 
more  than  a  smell." 

3.  Every  can  of  Wishbone  Coffee  is  the 
same  as  any  other  can  of  this  brand.    It 
does  not  fluctuate  in  quality  or  flavor.    It 
is  dependable. 


LETTERS   TO    CON8UMEBS  281 

You  will  agree  that  these  three  points 
are  well  taken  if  you  put  the  statement  to 
proof  by  trying  it  in  your  home.  Get  a  can 
from  your  grocer  (who  asked  us  to  call 
your  attention  to  it). 

Then,  if  you  like  it,  write  to  us  and  tell 
us  so.  And  if  you  don't  like  it,  write  us 
your  criticism.  Write  anyway,  and  write 
frankly. 

This  will  be  some  little  trouble,  but  we 
will  try  to  get  even  with  you  by  sending  a 
sample  of  something  that  goes  under  the 
name  of  "Wedding  King" — something  that 
you  will  like. 

It  will  be  worth  your  while  to  do  this. 

But,   as   we    said  before,   first   try   the 
Wishbone  coffee.    That  will  be  its  own  best 
reward  for  the  effort  involved  in  putting  it 
to  the  test.    After  that  write  us. 
Tours  truly, 


7. 
Dear  Madam : — 

Nothing  comes  closer  home  to  the  Man 
and  the  Woman  than  the  kind  of  coffee  they 
drink.  Eight  here  is  where  the  problem 
of  personal  taste  comes  in,  and  discrim- 
inating coffee  drinkers  are  always  alert  to 
get  hold  of  the  brand  that  has  just  the  qual- 
ity that  "goes  to  the  right  spot." 

But  the  problem  doesn't  end  there.  Some 
brands  are  one  thing  today — and  quite  an- 
other thing  tomorrow ! 

We  have  for  years  been  persistently  in 
search  of  a  blend  that  keeps  the  same  qnal- 


282  MODERN   BUSINESS    CORRESPONDENCE 

ity  day  in  and  day  out,  year  after  year. 
At  last  we  have  found  it  in  the  famous 
Wishbone  Coffee. 

Hundreds  of  users  have  written  us  that 
they  find  it  rich,  aromatic  and  absolutely 
reliable. 

Mr ,  the  grocer  of  your  city, 

who  sells  our  goods,  sent  us  your  name  as 
being  among  the  most  careful  and  discrim- 
inating users  of  high  grade  coffee  in  your 
community.  We  would  really  like  to  have 
your  opinion  on  Wishbone  Coffee,  and  if 
you  will  be  good  enough  to  write  us  frankly 
what  you  think  of  it,  we  will  reciprocate  by 
sending  you  a  sample  of  Wedding  Eing 
goods  that  will  at  least  suggest  our  appre- 
ciation of  your  letter. 

Of  course  we  hope  you  have  found  Wish- 
bone Coffee  fully  up  to  our  claims  for  it. 
But  what  we  want  is  your  candid  opinion. 
Yours  for  excellency, 

P.  S. — Of  course  we  will  let  your  grocer 
know  that  you  have  written  us  about  the 
merits  of  Wishbone.  He  will  appreciate 
this  favor  as  heartily  as  we  do. 

8. 
Dear  Madam: — 

1 ' Bouquet "  doesn't  always  mean  a  bunch 
of  flowers.  Sometimes  it  means  a  delicate 
something  that  stands  for  the  superlative 
in  quality.  You  have  heard  of  the  "  bou- 
quet "  of  a  rare  vintage  of  champagne?  The 
same  word  applies  to  coffee — and  it  means 
that  delicious,  aromatic  quality  that  makes 
it  the  top  notch  of  excellence. 


LETTERS    TO    CONSUMERS  283 

Wishbone  Coffee  has  as  delicate  and  dis- 
tinctive a  bouquet  as  the  rarest  brand  of 
champagne.  There  are  good,  sound  reasons 
why  the  bouquet  is  always  to  be  found  in 
Wishbone  Coffee.  It  is  sealed  up  in  an  air- 
tight pail  just  as  it  is  roasted — not  sent  out 
in  barrels,  bags  or  paper  packages,  as  are 
most  coffees  of  medium  price.  Not  a  par- 
ticle of  the  exquisite  aroma — of  the  bou- 
quet— of  Wishbone  Coffee  can  escape.  It 
stays  with  the  coffee  and  you  get  it  in  the 
cup.  Then,  too,  the  coffee  in  the  bottom  of 
the  pail  is  as  aromatic  as  that  at  the  top,  be- 
cause the  cover  fits  on  again  so  tight  that 
the  fragrance  cannot  possibly  escape. 

Another  point  about  the  way  Wishbone  is 
packed!  Coffee  absorbs  almost  as  sensi- 
tively as  butter.  That's  the  reason  most 
coffees  get  the  taste  of  everything  that's 
kept  in  a  grocery  store  or  in  a  pantry.  Not 
only  does  Wishbone  keep  all  of  its  own  deli- 
cate flavor,  but  it  is  never  tainted  with  the 
taste  of  other  things. 

But,  waiving  the  "shop  technicalities" 
of  the  coffee  expert,  we  give  you  our  guar- 
antee that  Wishbone  coffee  is  genuinely 
good,  through  and  through,  every  part  of  it 
and  every  part  of  every  pail!  It  runs 
even — always  uniform  and  reliable.  It's  a 
rich,  hearty  drinker  of  superb  flavor. 

We  are  careful  in  the  endorsement  which 
we  give  our  goods — but  we  need  not  shade 
or  qualify  our  endorsement  of  Wishbone 
Coffee.  Hundreds  of  users  have  written 
us  in  its  praise  and  we  have  yet  to  receive 
a  single  "kick"  against  its  quality. 


284  MODERN   BUSINESS   COBBESPONDENCE 

will  endorse  our 

guarantee  of  satisfaction.  If  you  buy  a 
pail  and  do  not  find  it  wholly  satisfactory, 
return  the  unused  portion  and  have  your 
money  refunded.  In  any  event  write  us 
what  you  think  of  Wishbone  Coffee — your 
honest  opinion.  We  will  prize  the  expres- 
sion from  you,  and  will  return  the  compli- 
ment by  sending  you  a  valuable  sample  of 
some  Wedding  Bing  goods  that  are  worthy 
to  be  classed  with  Wishbone  Coffee. 

9. 
Dear  Madam: — 

Perhaps  you  thought  we  might  overlook 
our  former  intimation  that  we  would  be 
glad  to  "reciprocate  in  kind"  for  the  favor 
of  an  expression  of  your  judgment  on  the 
qualities  of  Wishbone  Coffee!  We  couldn't 
blame  you  if  you  did  think  so.  It  would  be 
human  nature — and  we're  all  more  or  less 
human!  .,-• 

But  we  meant  what  we  said.  We  are  in 
dead  earnest  in  this  effort  to  get  a  wide, 
frank  and  fair  expression  of  opinion  from 
the  careful  users  of  good  coffee,  and  we  are 
spending  considerable  money  to  learn,  "in 
black  and  white,"  what  is  generally  thought 
of  this  blend  that  we  are  making  so  closely 
identified  with  the  name  of  J.  F.  Humph- 
reys &  Company. 

It's  worth  while  to  us  to  make  a 
special  effort  to  get  your  written  opinion — 
and  we  will  make  it  worth  your  while  to 
write  us  on  this  subject.  Please  write  us 
candidly  the  result  of  your  experiment 


LETTERS    TO    CONSUMERS  285 

after  you  have  bought  a  pail  of  Wishbone 
Coffee  from  your  grocer. 

As  an  appreciation  of  the  special  effort 
you  take  in  this  matter,  we  will  send  you 
a  package  of  our  somewhat  celebrated 
Wedding  King  Goods.  Wishbone  and 
Wedding  Ring  go  well  together  on  paper— 
and  we  believe  you  will  like  the  combina- 
tion when  put  to  the  test  of  actual  taste? 

Awaiting  with  interest  the  favor  of  a 
personal  letter  from  you,  we  are, 

10. 
Dear  Madam: — 

Did  you  write  us  about  Wishbone  Coffee? 

Frankly,  we  fear  you  didn't.  And,  of 
course,  you  will  not  mind  if  we  give  you  a 
little  reminder  that  we  are  still  looking  for 
that  letter.  We  are  especially  interested 
to  have  your  verdict,  as  you  are  known  to 
be  an  excellent  judge  of  coffee  by  your 
grocer. 

What  we  particularly  wish  is  to  know  if 
you  agree  with  us  in  the  opinion  that  the 
Wishbone  blend  has  a  happy  combination 
of  the  two  most  desirable  qualities ;  exquis- 
ite flavor  and  good  "body" — something 
aromatic,  savory,  delightful  and  at  the 
same  time  "not  too  fair  or  good  for  human 
nature's  daily  food." 

Certainly  this  brand  has  attained  in  our 
trade  a  popularity  that  is  unprecedented. 
We  can  account  for  it  only  on  the  basis  that 
this  blend  hits  a  high  average  of  taste  and 
that  it  holds  steadily,  consistently  and  un- 
deviatingly  to  its  high  standard. 


286  MODERN   BUSINESS    CORRESPONDENCE 

Remember  what  we  said  about  making  it 
an  object  to  you  to  give  us  your  careful 
judgment  on  the  merits  of  the  Wishbone 
Coffee.  We  will  reciprocate  fairly.  Let  us 
suggest  that  it  will  be  well  for  you  to  use 
up  a  whole  can  of  this  coffee  before  you 
give  us  your  decision.  And  in  the  inter- 
est of  perfect  fairness,  please  see  to  it  that 
the  coffee  is  well  and  carefully  brewed. 


PERSONAL   ELEMENT   IN   LETTER- WRITING  287 


THE    PEESONAL    ELEMENT     IN    LETTEE- 
WEITING. 

A  young  man  who  can  write  a  good  letter  has,  in 
that  single  ability,  a  profitable  resource.  He  is 
wanted  in  business,  in  politics,  in  journalism,  in  most 
of  the  higher  callings.  But  everybody  cannot  be  a 
good  letter-writer.  Few  people  can.  However, 
everyone  is  capable  of  improving  through  study  of 
the  art. 

In  merchandising,  where  the  letter-writer  finds  his 
greatest  encouragement,  he  is  not  compelled  to  frame 
his  letters  over  some  ancient  cut-and-dried  model, 
as  is  too  often  the  case  in  railroad  work  and  in  the  of- 
fices of  some  corporations.  Indeed,  the  mercantile 
letter-writer  finds  the  "  personal  element "  so  effec- 
tive in  his  line  of  work  that  he  is  very  apt  to  over- 
develop his  style  in  this  respect.  The  result  is  the 
freak  letter — half  circular  and  half  bill  poster. 

He  knows  from  experience  that  customers  have  a 
way  of  trading  with  an  entertaining  salesman  rather 
than  with  the  salesman's  house.  A  good  salesman 


288  MODERN   BUSINESS   COKRESPONDENCE 

may  often  change  positions  with  wholesale  houses 
and  take  his  trade  along  with  him  because  the  cus- . 
tomers  like  his  personality.  Who  does  not  know  of 
cases  where  people  have  purchased  their  goods  from 
some  noisy  upstart  in  a  business,  getting  inferior 
articles  of  course,  rather  than  patronize  a  well-known 
and  respectable  neighbor  who  sells  only  the  best? 
In  a  way  they  pay  their  money  for  the  personal  ele- 
ment as  much  as  for  the  value  of  the  article  bought ; 
hence  the  proverb:  "The  people  love  to  be  hum- 
bugged. ? ' 

But  this  is  not  what  is  intended  here  by  good 
letter-writing.  A  good  letter  need  not  be  long — the 
best  usually  are  not.  It  depends  on  the  subject  of 
the  letter  and  the  nature  of  the  business.  It  should 
never  be  guilty  of  pettifogging.  It  should  be  neat, 
correct,  attractive — and  it  should  say  something  and 
say  it  in  a  way  that  is  out  of  the  routine,  yet  dig- 
nified. 

We  hear  constantly  that  letter-writing  is  a  lost 
art  and  that  it  does  not  belong  to  the  rush  and  terse- 
ness of  these  modern  days.  That  there  is  no  time 
for  long  epistles,  and  the  polite  pen  is  in  the  bottom 


PERSONAL   ELEMENT    IN   LETTER- WRITING  289 

of  the  hair-covered  trunk  or  on  the  dusty  shelf  of 
the  museum. 

But  is  it!  The  other  day  the  head  agent  of  a 
great  concern  gazed  at  an  expanse  of  sheets  on  the 
big  flat  desk  before  him.  Quickly  but  unerringly  he 
flipped  the  pile  of  letters  of  application  away  until 
a  half-dozen  remained.  "  Neatness, "  he  said,  lacon- 
ically. Then  he  carefully  read  the  six  and  made  his 
final  selection.  "A  very  excellent  letter, "  he  de- 
clared ;  '  '  well  written,  aptly  phrased,  correctly  punc- 
tuated and  altogether  attractive."  And  the  writer 
of  that  letter  received  an  appointment  that  meant 
not  only  opportunity  but  liberal  compensation. 

In  order  to  write  a  live  letter  the  writer  must  be 
wide  awake  and  cautious.  He  should  key  himself  up 
to  an  interest  in  the  thing  he  is  doing,  know  some- 
thing of  the  person  to  whom  he  is  writing,  if  pos- 
sible, and  so  word  his  letter  that  the  reader  will  feel 
that  it  is  written  exclusively  for  him  and  not  simply 
to  get  a  matter  out  of  the  writer 's  way.  There  is  a 
great  knack  in  the  doing  of  this.  Tricks  of  expres- 
sion may  be  made  to  take  the  place  of  much  study, 
once  they  are  acquired,  and  the  way  to  acquire  these 
is  to  look  out  for  them  in  the  letters  of  others.  Ex- 


290  MODERN    BUSINESS    CORKESPONDENCE 

perience  is  the  best  teacher  in  this,  and  by  collect- 
ing examples  and  studying  them — the  ones  that  make 
a  special  appeal  to  you — more  will  be  gained  than 
by  any  amount  of  abstract  and  aimless  thought  on 
the  subject. 

Large  wholesale  houses  having  an  army  of  sales- 
men in  the  field  emphasize  the  "  personal  touch " 
feature  of  correspondence.  They  write  the  sales- 
men often,  and  while  they  usually  write  all  of  them 
the  same  thing — a  multiple  or  circular  letter — still 
the  sales  manager  keeps  so  thoroughly  in  touch  with 
the  men,  their  personality,  their  territory  and  their 
trade  on  the  one  hand;  and  with  the  happenings 
at  the  home  office,  the  purchasing  department,  the 
credit  department  and  the  statistics  of  sales  in  each 
territory  for  other  years,  on  the  other  hand,  that 
the  letters  written  to  salesmen  seldom  fail  to  touch 
them  and  touch  them  in  the  right  place.  These  let- 
ters not  only  contain  information  that  is  vital  to 
the  interests  of  the  house,  but  information  vital  to 
the  salesman's  customers  and  to  the  salesman  him- 
self. 

For  instance,  such  a  letter  will  indicate  the  stand- 
ing of  the  salesman  to  whom  sent,  for  the  preceding 


PERSONAL   ELEMENT   IN   LETTER-WRITING  291 

week;  compare  that  with  his  standing  the  corres- 
ponding week  of  the  preceding  year,  or  the  standing 
of  the  man  who  had  his  territory ;  indicate  what  ar- 
ticles are  to  be  sold  at  a  bargain  for  the  coming 
week,  and  the  articles  to  touch  lightly  on;  points 
of  information  that  may  be  confided  to  the  trade,  on 
conditions  of  the  market,  predicted  rises  and  falls 
in  prices. 

In  the  wholesale  grocery  business  the  salesman 
might  be  enabled  to  impart  to  his  customers  that  tea 
would  certainly  be  higher  in  the  near  future,  or  that 
there  is  an  excellent  crop  of  coffee  in  Brazil  and 
that  the  cheap  Eio  from  that  country  is  to  be  looked 
out  for  in  new  brands  offered  by  competitors  dur- 
ing the  summer.  It  might  remind  a  salesman  that 
on  account  of  the  nearing  canning  season  it  is  wise 
for  the  grocer  to  lay  in  his  supply  of  sugar  before 
the  heavy  demand  of  the  year  would  boost  prices. 

The  tension  between  the  house  and  the  distant 
salesman  is  thus  kept  at  a  high  point  and  the  trav- 
eling man's  interest  and  loyalty  is  increased  thereby. 
The  promptly  arriving  checks  for  expense  money 
and  salary,  the  quick  responses  when  large  orders 
are  sent  in  and  an  occasional  personal  letter  about 


292  MODERN    BUSINESS    CORRESPONDENCE 

some  detail  of  the  salesman's  experiences  keep  the 
image  of  the  sales  manager — the  personal  element — 
ever  before  all  the  salesmen  in  the  field.  And  it  pays. 

The  foregoing  is  a  specialized  instance.  The  prin- 
ciple cannot  be  applied  so  persistently  and  success- 
fully with  a  customer,  over  whom  the  writer  or  his 
house  may  have  no  authority  or  jurisdiction.  But 
it  can  be  applied  in  a  less  degree,  and  with  amazing 
results.  Promptness  in  replying  to  letters  is  a  won- 
derfully effective  advertisement  with  customers,  and 
one  which  is  often  neglected.  It  is  gratifying  to 
anyone  to  get  a  quick  and  intelligent  reply  to  an 
inquiry.  It  will  get  and  hold  their  attention  where 
any  number  of  circular  or  follow-up  letters  would 
be  uneffective.  And  the  style  of  a  letter  stands  out 
plainest  in  such  cases  as  this.  An  unusually  prompt 
reply  will  have  more  attention  than  one  which  comes 
in  the  regular  routine  fashion,  and  the  effect  is 
doubled  by  having  such  a  letter  neat,  clear  in  mean- 
ing and  courteous. 

Big  men  are  so  busy  they  do  not  bother  about 
letters,  say  many.  Wrong  again.  Here  is  proof  of 
a  recent  occurrence:  A  boy  of  less  than  a  dozen 
years  has  been  trained  in  letter-writing;  he  is  re- 


PERSONAL   ELEMENT   IN   LETTER-WRITING  293 

warded  for  his  good  work;  lie  takes  pride  in  it;  he 
tried  on  his  own  account  an  interesting  test;  he 
wrote  to  several  men  of  world-wide  reputation,  and 
the  first  two  replies  that  came  were  from  J.  Pier- 
pont  Morgan  and  Andrew  Carnegie.  Last  year,  as 
related  in  a  recent  issue  of  The  Saturday  Evening 
Post,  a  young  man  wanted  the  opinion  of  one  of  the 
busiest  men  in  the  country  on  a  matter  of  interest 
to  himself.  He  took  pains  with  his  inquiry.  Prompt- 
ly an  answer  was  received  and  it  began:  "I  am 
not  able  to  reply  to  all  the  demands  made  upon  me, 
but  your  letter  is  so  admirably  expressed  that  I  am 
only  too  happy  to  make  this  an  exception, "  and  it 
went  on  to  an  interesting  length  and  was  signed  by 
Abram  H.  Hewitt. 

We  have  before  us  one  of  the  publications  de- 
voted to  the  development  of  the  South,  especially  to 
attracting  the  better  class  of  settlers  from  other  sec- 
tions, and  it  contains  a  long  article  on  courtesy  in 
correspondence,  meaning  the  money  value  of  good 
letters.  That  man  has  the  right  idea.  The  polite 
letter  is  a  power  in  immigration  as  well  as  in  busi- 
ness. It  has  made  whole  countries  rich ;  it  has  lifted 
the  life  and  prosperity  of  communities. 


294  MODERN   BUSINESS    COERESPONDENCE 

While  a  good  writer  will  always  be  able  to  put 
the  stamp  of  excellency  upon  letters  of  his  writing, 
no  matter  what  the  limitations,  yet  there  are  lines 
of  business  wherein  his  opportunity  for  good  work 
is  slight  and  encouragement  nil.  For  it  is  not  uni- 
versally to  be  desired  that  a  letter  shall  bear  the 
earmarks  of  individuality  of  the  writer.  It  depends 
upon  the  circumstances. 

For  instance,  it  would  be  quite  superfluous  and 
out  of  place  to  display  one's  rhetoric  and  original- 
ity of  expression  in  a  letter  addressed  to  one  im- 
personal corporation  and  signed  by  another.  And 
much  of  the  commercial  correspondence  of  today  is 
done  in  just  that  way — without  the  name  of  either 
the  writer  or  the  reader  appearing  on  the  letters 
exchanged.  Indeed  in  many  houses  it  would  be 
deemed  a  serious  fault  on  the  part  of  a  letter-writer 
if  he  should  state  anything  in  a  letter  bearing  their 
signature  except  the  merest  facts  and  these  in  the 
briefest  and  most  matter-of-fact  way.  The  key-note 
of  organization  in  railroad  companies  and  many  of 
the  other  large  corporations  is  the  submerging  of 
personality  in  office  employes  and  permitting  it  only 
in  a  limited  way  on  the  part  of  officials  of  the  com- 
pany themselves. 


PERSONAL   ELEMENT    IN   LETTER-WRITING  295 

Eailroad  correspondence  has  come  to  resemble  in 
tone  everything  else  in  the  railroad  world  in  this 
respect.  It  is  an  instance  where  extremely  con- 
servative business  system  has  become  crystallized 
into  a  "policy"  of  the  road  and  the  slight  differ- 
ences of  "policy  "  among  the  different  roads  is  about 
the  only  evidence  of  personality  apparent. 

It  is  true  that  railroad  correspondence,  unlike  that 
of  other  classes  of  corporations,  is  done  in  the  names 
of  officials  instead  of  in  the  names  of  the  company. 
But  this  only  indicates,  if  anything,  that  the  name 
of  an  official  is  less  objectionable  than  his  personal- 
ity in  the  business  of  the  road.  And  among  the 
lesser  officials  of  a  railroad  the  using  of  names  is 
in  the  nature  of  a  compromise  whereby  the  official 
consents  to  surrender  most  of  the  personal  liberties 
he  would  have  enjoyed  in  any  other  business  in  or- 
der that  this  one  great  distinction  may  be  conferred 
upon  him  in  the  eyes  of  the  railroad  world. 

In  some  small  departments  of  railroads,  and  es- 
pecially in  the  immediate  offices  of  a  superintendent 
or  other  official,  all  letters,  no  matter  by  whom  writ- 
ten or  dictated,  are  signed  by  that  official  over  his 
typewritten  title;  or,  in  case  of  his  absence,  by  his 


296  MODERN   BUSINESS    CORRESPONDENCE 

chief  clerk.  But  in  the  larger  departments  which  are 
not  confined  to  one  city,  the  official's  name  is  signed 
by  the  writer  of  the  letter  and  the  official  never  sees 
the  letter.  The  same  is  true  of  the  incoming  mail; 
most  of  it  is  handled  by  subordinates  entirely  and 
in  the  most  impersonal  and  mechanical  way.  There 
is  but  little  place  for  the  "  personal  element "  on  the 
part  of  railroad  officials — much  less  the  clerks  and 
other  correspondents. 

However,  in  the  field  at  large,  excellence  wins. 
There  are  millions  of  letters  in  every  state.  For  the 
whole  world  the  annual  total  is  something  over  twen- 
ty billions.  The  number  is  beyond  the  imagination, 
but  keeps  on  growing  hundreds  of  millions  each  year. 
The  reader  will  know  how  it  is  by  his  own  corres- 
pondence, and  he  will  also  know  how  few  of  the  let- 
ters he  gets  make  an  impression  on  him.  A  really 
good  letter  is  a  surprise,  an  enjoyment,  a  stimulus. 
You  keep  it  almost  as  a  curiosity. 

Whenever  circumstances  do  not  forbid  and  oppor- 
tunity offers,  the  business  letter  should  bear  some 
message  not  directly  related  to  dollars  and  cents. 
It  should  represent  some  ideal  higher  than  sordid 
pelf.  What  you  say  in  so  many  words  may  be  trans- 


PERSONAL   ELEMENT   IN   LETTER- WRITING  297 

formed  in  the  mind  of  the  reader  into  an  etching  of 
character  and  personality.  This  is  the  greatest  fac- 
tor in  the  creation  of  nations,  commonwealths  and 
business.  If  a  structure  is  to  have  stability  and  en- 
durance it  must  be  builded  with  worthy  character, 
strong  personality  and  founded  on  the  cornerstone 
of  truth. 

The  style  of  stationery  used  always  insists  upon 
telling  its  story.  If  you  wish  to  know  to  what  ex- 
tent this  is  true,  apply  the  test  to  yourself  the  next 
time  you  receive  a  letter  from  an  unknown  concern 
and  see  how  greedily  your  eyes  will  devour  every 
detail  of  the  letterhead  as  soon  as  the  body  of  the 
letter  is  read,  especially  if  the  letter  itself  is  not  con- 
vincing. Notice  how  your  scrutiny  will  detect  the 
inartistic  arrangement  of  lettering,  the  superfluity 
of  printed  matter,  the  cheapness  of  the  paper.  This 
may  not  be  against  the  character  of  the  firm.  It 
would  depend  on  what  the  business  is  and  the  pre- 
tensions made.  For  if  the  writer  is  a  farmer  or 
merchant  in  a  small  town  extra  fine  stationery  would 
be  as  much  against  him  as  shoddy  stationery  would 
be  against  an  attorney  in  a  large  city. 

The   stationery  a  concern  uses  will  often   tell, 


298  MODERN   BUSINESS    CORRESPONDENCE 

against  the  writer's  will,  what  manner  of  men  the 
concern  is  composed  if,  their  business  experience, 
the  amount  of  business  they  are  doing  and  other 
things. 


HANDLING   REPAIR    AND    BACK    ORDERS  299 


HANDLING  REPAIR  ORDERS  AND  BACK 
ORDERS. 

There  is  one  subject  which  is  certain  to  go  straight 
to  the  heart  of  the  practical  and  progressive  "fac- 
tory man" — and  that  is  the  topic  of  how  to  handle 
goods  returned  to  the  factory  for  alteration  or  re- 
pairs. If  any  other  accounting  transaction  in  con- 
nection with  factory  routine  has  been  the  cause  of 
more  trouble  than  this,  I  am  at  a  loss  to  name  it. 
Not  long  since  I  found  that  one  company  in  handling 
repairs  had  been  making  the  following  entries  : 

(1)  When  goods  were  received,  the  customer's 
account  was   credited    with    the    price   originally 
charged  for  the  part. 

(2)  When  sent  to  a  repair   shop,  the   shop  was 
charged  with  it  at  the  same  price. 

(3)  When  returned  from  the  shop,  a  credit  was 
entered  for  the  part  and  for  the  amount  of  the  re- 
pairs. 

(4)  When  returned    to    the    customer,  he    was 


300  MODERN    BUSINESS   CORRESPONDENCE 

charged  again  with  the  original  price,  plus  the  cost 
of  repairs  and  a  profit. 

This  is  an  absurd,  slipshod,  trouble-provoking 
method  and  should  never  have  obtained  a  footing. 
How  it  did  become  established  can  only  be  explained 
by  the  assumption  that  no  one  with  authority  had 
made  it  his  business  to  look  after  such  things. 

It  is  interesting,  however,  to  note  the  useless  com- 
plications which  resulted  from  this  method.  Here 
are  some  of  the  things  which  happened : 

(a)  The  customer  sent  something  in  for  repairs, 
received  full  credit  for  it,  perhaps  didn't  value  it 
very  highly  in  its  worn-out  condition,  and  if  it  was 
not  returned  to  him  he  was  satisfied  to  let  the  com- 
pany keep  the  part  and  he  accepted  the  credit. 

(b)  When  the  thing  was  sent  to  a  shop  it  was 
charged  at  its  invoice  value,  which  was  wrong  in 
several  ways.    Of  course  no  ' l  value "  charge  should 
have  been  made  against  the  shop  at  all.    One  result 
of  the  fictitious  charge  was  that  when  the  shop  tried 
to  collect  for  work  done  on  various  jobs,  it  found  it- 
self apparently  deeply  in  debt  instead  of  having  a 
credit. 

(c)  Again,  frequently  the  thing  was  returned  to 


HANDLING   REPAIR   AND    BACK    ORDERS  301 

the  store  properly  repaired,  but  no  one  could  tell 
to  whom  it  belonged,  and  it  was  left  to  become 
"scrap"  or  returned  to  stock. 

Many  of  the  annoying  complications  could  be  re- 
cited, but  any  person  with  the  slightest  imagination 
can  see  the  disastrous  possibilities. 

Now,  regarding  the  remedy  for  this  state  of  af- 
fairs : 

A  green  sheet,  the  same  size  as  the  regular  order 
sheets,  and  punched  for  the  binders,  was  printed, 
providing  a  place  for  recording  each  operation  in- 
volved in  the  transaction,  viz. : 

1.  Date  goods  were  received  from  customer. 

2.  Date  sent  to  shop  for  repairs. 

3.  Date  returned  by  shop. 

4.  Date  returned  to  the  customer. 

No  credit  was  entered  to  the  customer  and  no 
charge  made  against  the  shop.  But  spaces  were 
properly  arranged  for  charging  the  customer  for 
the  repairs  and  also  for  crediting  the  shop  with 
them.  No  ledger  entries  of  any  kind  were  made  until 
the  "green  ticket"  transaction  was  completed  in  all 
its  divisions. 

The  green  tickets  were  kept  in  a  separate  binder 


302  MODERN   BUSINESS    CORRESPONDENCE 

until  the  work  was  completed.  The  shipping  clerk 
soon  learned  to  watch  the  green  ticket  binder  with 
the  keenest  vigilance.  If  the  shop  was  delinquent 
in  making  repairs  and  getting  the  part  back  to  the 
shipping  department,  the  shipping  clerk  at  once  pro- 
ceeded to  make  inquiries  which  produced  results. 

A  similar  state  of  affairs  was  found  to  exist  in  a 
factory  manufacturing  motors  and  generators  at  one 
plant,  and  special  iron  piping  at  another.  They  had 
an  accumulation,  at  both  places,  of  machines  and 
pipe  fittings  returned  for  various  reasons.  Often 
they  did  not  know  where  the  goods  came  from.  This 
state  of  things  was  of  course  largely  the  result  of 
customers  neglecting  to  write  letters  explaining 
their  action.  The  manufacturer  must  not  only  think 
for  himself;  he  must  also  do  a  generous  amount  of 
thinking  for  his  customers.  The  more  carefully  and 
graciously  he  does  this  extra  task  of  gratuitous 
thinking  the  greater  will  be  his  success  and  his  pop- 
ularity with  his  trade. 

As  the  operations  in  the  above  case  involved  larger 
values,  and  were  of  greater  importance,  a  slightly 
different  form  of  entry  sheet  was  devised.  But  the 
sheets  were  planned  to  carry  a  complete  history  of 


HANDLING   REPAIR   AND   BACK    ORDERS  303 

the  receipt  of  goods,  with  their  authorized  disposi- 
tion. 

It  was  the  systematic  and  definite  method  of  re- 
cording the  details  of  "returned  goods"  that  en- 
abled us  to  keep  the  trouble  docket  reasonably  clean. 
It  enabled  us,  in  98  per  cent  of  the  cases,  to  locate  the 
shipper  and  to  secure  "disposition"  from  him,  and 
at  the  same  time  reduce  the  unidentified  junk-pile 
to  almost  nothing. 

Back  Orders. 

Back  orders  are  the  bane  of  every  big  shipping 
department,  whether  in  manufacturing  or  in  mer- 
chandising. The  loss  through  this  source  is  some- 
thing appalling  in  large  establishments.  In  fact,  it 
is  so  great  and  so  nearly  universal  that  its  general 
extent  can  scarcely  be  exaggerated. 

Of  course  no  cut-and-dried  system  capable  of  deal- 
ing successfully  with  the  back-order  problem  in  any 
and  all  kinds  of  business  can  be  devised.  Each  busi- 
ness, and  indeed  each  house,  must,  to  a  certain  ex- 
tent, modify  any  scheme,  no  matter  how  sound,  to 
meet  its  own  special  requirements  and  emergencies. 
But  it  is  possible  to  indicate  in  a  general  way  a  plan 


304  MODERN    BUSINESS    CORRESPONDENCE 

which  is  capable  of  broad  and  practical  application. 
The  following  plan  has  produced  excellent  results 
in  several  cases  where  it  was  put  to  the  severest 
practical  tests. 

Enter  your  back  orders  on  cards  and  distribute 
them  either  alphabetically  or  under  a  classification 
of  the  goods  which  are  " short."  In  cases  where 
there  is  a  separate  receiving  department,  each  card 
should  be  made  in  duplicate. 

When  the  receiving  department  checks  in  a  con- 
signment of  goods,  the  receiving  clerk  picks  out  the 
back  order  cards  which  he  holds  in  duplicate  and 
sends  a  set  of  them  to  the  shipping  clerk  with  a 
printed  notice  reading  " goods  in." 

Of  course  when  the  back  order  cards  are  first  made 
out,  a  set  of  them  goes  to  the  " short"  buyer,  who 
determines  whether  it  is  expedient  at  once  to  send 
out  and  buy  them  uin  town,"  in  order  to  complete 
the  customer's  shipment,  or  to  hold  the  entire  order 
for  goods  coming  in,  or,  again,  to  ship  that  portion 
of  the  goods  already  on  hand  and  let  the  "shorts" 
follow. 

It  is  an  excellent  plan  to  have  the  original  order 
sheet  (after  the  till-porter  has  laid  out  all  that  he  has 


HANDLING   REPAIR   AND    BACK    ORDERS  305 

found  in  stock)  go  to  the  "  short "  buyer  before  the 
back  order  card  is  made  out.  He  can  then  determine 
proper  action. 

The  "short"  buyer  must,  in  a  word,  have  a  thor- 
ough knowledge  of  the  customer  and  of  the  goods 
ordered  and  not  yet  in.  In  many  cases  it  will  be 
necessary  for  him  to  write  or  wire  the  customer,  ask- 
ing whether  he  shall  hold  all  of  the  order  and  wait 
for  the  missing  items  to  come  in;  whether  he  shall 
ship  a  part ;  or  if  he  wishes  the  * '  shorts ' '  to  follow 
later,  are  they  to  be  shipped  as  quickly  as  they  are 
received  or  held  to  be  sent  with  a  future  order? 

He  must  have  an  intuition  of  the  needs  and  dis- 
position of  the  customer,  so  that  he  may  know  when 
to  write,  when  not  to  write  and  when  to  ship  an  order 
"complete"  or  "incomplete."  A  man  who  can 
really  rise  to  this  emergency  is  practically  invaluable. 
Next  to  securing  the  right  kind  of  goods  at  the  right 
price,  the  promptness  and  completeness  with  which 
he  receives  the  goods  ordered  is  the  prime  consid- 
eration with  every  customer.  And  no  amount  of 
good  intentions  or  plausible  excuses  will  serve  as  a 
substitute  for  promptness  in  this  particular. 


306  MODERN    BUSINESS    CORRESPONDENCE 


SYSTEMS  OF  THE  COUNTRY  STOEE. 

The  credit  system  of  the  country  store  is  often 
sadly  neglected  through  failure  on  the  part  of  the 
merchant  to  appreciate  its  importance  and  the  rela- 
tion it  bears  to  success  in  business.  This  depart- 
ment of  the  business  is  in  many  cases  given  the  least 
attention  when  really  it  should  have  the  most,  for  in 
this  department  the  financial  result  of  the  mer- 
chants' efforts  is  determined. 

Merchants  in  every  line  of  business  should  adopt 
a  system  of  accounting,  applicable  to  the  line  of  busi- 
ness in  which  they  are  interested,  that  will  keep  them 
in  daily  touch  with  their  credit  accounts,  both  those 
received  and  extended.  The  system  should  be 
adopted  upon  the  presumption  that  the  business  will 
grow,  and  should  be  one  that  could  be  added  to 
or  extended  without  a  change  in  the  original  sys- 
tem being  necessary. 

There  are  very  few  persons  in  business  who  do 
not  at  some  time  find  it  convenient  to  avail  them- 
selves of  the  privileges  of  credit.  For  this  reason 


SYSTEMS   OF    THE    COUNTRY   STORE  307 

every  one  should  establish  the  best  credit  standing 
possible.  To  do  this  a  system  must  be  used  that 
will  not  permit  a  bill  to  become  overdue  through 
carelessness.  It  is  much  better  to  remit  a  day 
before  a  bill  is  due  than  a  day  after. 

Upon  entering  business  the  merchant  will  in  all 
probability  be  approached  by  representatives  of  the 
several  commercial  rating  concerns  who  will  request 
him  to  make  out  a  schedule  of  his  business  affairs, 
upon  which  they  may  base  an  estimate  of  his  credit 
worth  and  establish  his  right  to  a  line  of  credit.  It 
always  pays  to  give  a  frank,  honest  statement  in 
cases  of  this  kind,  no  matter  whether  the  worth  of 
the  merchant  be  little  or  much.  It  never  pays  to 
make  blind  statements  that  might  deceive.  It  isn't 
honorable,  and,  besides,  they  will  react  because  of 
the  impossibility  of  living  up  to  them. 

When  a  business  venture  is  contemplated  a  care- 
ful inventory  should  be  made  of  all  assets  and  re- 
sources that  could  be  drawn  upon  in  case  of  neces- 
sity. These  should  be  carefully  classified  for  ref- 
erence and  should  be,  as  far  as  consistent,  an  open 
book  to  those  from  whom  credit  would  be  received ; 
for  the  individual  or  firm  who  confers  the  honor  of 


308  MODERN   BUSINESS    CORRESPONDENCE 

extending  a  line  of  credit  is  surely  entitled  to  the 
confidence  of  the  one  receiving  it. 

Proper  credit  references  should  be  furnished  at 
the  time  the  first  order  on  a  credit  basis  is  placed. 
This  furnishes  a  basis  for  the  credit  man  to  work 
upon  and  saves  delay  in  many  ways.  The  impression 
created  by  good  business  methods  will  always  be 
found  valuable.  If  business  methods  are  used  in 
securing  credit,  it  is  quite  natural  to  expect  they 
will  be  used  in  extending  credit.  And  evidence  of 
discrimination  in  the  extension  of  credit  by  a  retail 
merchant  is  a  valuable  asset;  for  if  the  merchant 
does  not  receive  pay  for  the  goods  he  sells  it  can 
not  be  expected  that  he  will  be  able  to  pay  for  those 
he  buys. 

When  placing  an  order  by  mail,  accompanied  by 
credit  references,  a  separate  sheet  should  be  used 
for  the  order,  as  it  would,  in  all  probability,  go  to 
a  different  department.  The  order  will  go  to  the 
order  department  and  the  references  to  the  credit 
department.  A  copy  of  both  should  be  kept  and 
filed  as  a  record  of  the  transaction. 

As  before  stated,  the  system  of  accounting  adopted 
should  be  the  one  most  applicable  to  the  business 


SYSTEMS   OF    THE    COUNTRY   STORE  309 

represented,  and  the  books  to  be  used  would  nat- 
urally be  governed  by  the  system  adopted.  Ordi- 
narily the  following  books  will  be  found  sufficient  as 
a  foundation  for  a  simple  and  comprehensive  system 
of  accounting  applicable  to  the  retail  business:  A 
cash  book,  journal,  purchase  ledger,  sales  ledger  and 
a  complete  filing  system. 

When  arrangement  has  been  made  for  a  line  of 
credit  and  the  goods  are  ready  to  be  shipped,  an 
itemized  bill  or  invoice  of  the  goods  to  be  sent  is 
mailed  to  the  purchaser,  who,  upon  receiving 
same,  should  check  the  prices  and  extensions  to  see 
that  no  mistakes  have  been  made.  This  is  not  red 
tape,  but  conservative  business.  The  invoices  should 
also  be  checked  with  the  copy  of  the  order  sent,  which 
would  be  found  in  the  file  for  " goods  bought,"  after 
which  the  copy  should  be  taken  from  the  file  and 
passed  to  the  final  (reference)  file,  leaving  on  the 
file  for  " goods  bought"  only  such  copies  as  would 
show  goods  ordered  but  not  shipped.  The  invoice 
itself  should  be  passed  to  a  file  for  "  goods  in  tran- 
sit," which  should  be  referred  to  as  often  as  neces- 
sary to  learn  whether  goods  in  transit  have  arrived. 

When  the  goods  arrive  the  invoice  should  be  taken 


310  MODERN    BUSINESS    CORRESPONDENCE 

from  the  file  and  the  articles  thereon  checked  with 
those  received  to  see  that  no  error  has  occurred  or 
that  nothing  has  been  lost  in  transit.  The  invoice 
is  then  ready  to  be  taken  into  account  and  entered 
on  the  journal.  After  this  is  done  the  invoice  should 
be  placed  in  a  file  for  unpaid  bills,  under  the  date 
the  account  would  come  due  or  the  date  same  is  to 
be  remitted.  Eeference  should  be  made  daily  to  this 
file  and  no  account  allowed  to  become  past  due. 

With  a  complete  filing  system  as  a  reminder,  com- 
monly called  a  "tickler,"  much  labor  is  saved  and 
the  merchant  is  kept  in  constant  touch  with  the  con- 
dition of  his  business.  He  is  able  to  determine  for 
a  number  of  days  in  advance  the  bills  coming  due 
and  can  prepare  himself  to  meet  them  accordingly. 

After  the  bill  has  been  paid,  and  the  necessary 
markings  or  receipts  attached  to  show  that  it  has 
been  paid,  the  invoice  should  be  passed  to  the  final 
file,  under  the  proper  index  to  be  kept  for  reference. 

Extension  of  Credit. 

The  question  of  the  extension  of  credit  by  the 
country  merchant,  and  retail  merchants  in  general, 
is  a  problem.  The  indiscriminate  extension  of  credit 


SYSTEMS   OF   THE    COUNTRY   STORE  311 

on  the  part  of  merchants  has  caused  more  failures 
in  business — by  a  large  percentage — than  any  other 
one  thing  on  record.  For  this  reason,  and  because 
it  is  good  business  practice  as  well,  the  same  care 
should  be  used  ~by  the  merchant  in  extending  credit 
as  is  used  against  him  by  those  from  whom  he  would 
receive  credit. 

The  reason  for  asking  credit  should  be  learned 
from  the  prospective  customer,  the  length  of  time 
credit  is  desired,  and  what  better  prospects  he  would 
have  to  pay  at  the  end  of  this  time  than  at  the 
present.  And  the  customer  should  be  required  to 
furnish  as  good  references  as  he  would  be  expected 
to  furnish  in  order  to  borrow  an  equal  amount  in 
cash.  If  the  information  furnished  is  satisfactory, 
and  the  merchant  so  desires,  an  account  may  be 
opened;  but  if  not,  the  word  "no"  should  be  used 
without  hesitancy  and  a  positive  stand  taken  to 
back  it  up. 

The  retail  merchant  should  have  a  means  of  know- 
ing the  credit  standing  of  those  with  whom  he  does 
business  or  would  be  likely  to  do  business,  similar  to 
that  used  by  the  wholesalers  and  manufacturers  for 
determining  the  credit  standing  of  retail  merchants. 


312  MODERN   BUSINESS    CORRESPONDENCE 

He  should  not  be  content  to  depend  upon  the  ref- 
erences and  information  furnished  by  the  prospec- 
tive customers  themselves.  It  is  within  the  reach  of 
merchants  to  have  such  a  system  upon  a  co-operative 
basis  and  one  that  would  be  more  complete  than  the 
system  used  by  wholesalers,  as  it  would  be  based 
upon  the  actual  credit  experience  with  the  individ- 
ual, together  with  such  information  as  would  be 
gained  by  acquaintance.  The  plan,  a  simple  one, 
would  be  to  have  a  central  credit  department  to 
which  each  merchant  would  make  a  report  of  his 
entire  list  of  customers,  rated  according  to  his  credit 
experience  with  them.  These  names  would  be  prop- 
erly arranged  and  the  ratings  classified  as  reported, 
according  to  a  rating  key  that  might  be  adopted  in 
conformity  with  the  classification  desired. 

From  these  lists  books  could  be  compiled  for  dis- 
tribution among  the  merchants  that  would  place  them 
in  touch  with  the  credit  standing  of  each  individual 
in  the  community  in  which  they  were  doing  business. 
A  certain  community  or  district  could  compile  a  list 
of  those  within  its  territory,  while  other  communities 
or  districts  could  do  the  same  in  their  respective 
territories;  and  through  the  central  credit  depart- 


SYSTEMS   OF   THE    COUNTRY   STORE  313 

ment  of  each  of  these  districts  the  lists  of  all  of  the 
other  districts  would  be  collected.  With  each  com- 
munity or  district  doing  a  portion,  and  there  being 
no  limit  to  the  territory  in  which  districts  could  be 
established,  it  would  be  but  a  short  time  until  each 
merchant  would  be  placed  in  touch  with  the  credit 
standing  of  every  individual  throughout  the  country, 
and  the  merchants  placed  in  control  of  the  credit  sit- 
uation. 

When  arrangements  for  extending  credit  have 
been  made,  the  method  of  handling  the  account  sug- 
gests itself.  The  method  should  be  simple,  accurate 
and  labor-saving.  The  best  method  to  cover  these 
points  is  through  the  use  of  the  duplicate  account 
system  for  current  or  running  accounts. 

With  the  duplicate  account  system  a  manifold 
order  blank  is  used  and  is  so  arranged  that  the 
total  balance  of  the  customer's  account  is  carried 
forward  each  time  a  charge  is  made.  With  each 
charge  the  customer  would  receive  the  original  copy 
of  the  order  placed  on  that  date,  with  price  extended, 
which  would  be  added  to  the  balance  brought  for- 
ward, showing  at  all  times  the  total  indebtedness  of 
the  customer.  The  duplicate  would  remain  in  the 


314  MODERN   BUSINESS    CORRESPONDENCE 

office  for  reference.  The  manifold  order  blanks 
would  be  placed  in  book  covers  bearing  the  name  of 
the  customer  whose  account  appeared  therein,  and 
the  books  would  be  filed  in  a  filing  rack  properly  in- 
dexed. From  the  duplicates  remaining  in  the  office 
charges  would  be  made  in  the  sales  ledger;  and  at 
the  end  of  the  month  the  total  aggregate  of  the  sales 
for  the  month  would  be  posted  in  the  ledger  under 
the  general  heading  of  merchandise. 

Careful  attention  should  be  given  to  the  matter 
of  collection.  The  regular  statement  plan  should  be 
used  and  customers  given  to  understand  that  they 
are  expected  to  pay  according  to  arrangement.  If 
they  do  not,  the  reason  should  be  ascertained. 
Neglected  collections  serve  to  greatly  increase  the 
undesirable  credit-asking  population,  and  each  day 
that  a  risky  account  is  allowed  to  stand  it  is  just 
so  much  harder  to  collect. 

If  the  same  effort  were  made  to  collect  for  goods 
already  sold  as  is  made  to  sell  them  or  to  secure 
new  trade,  the  profit  to  the  merchant  would  be  sur- 
prising. Collecting  is  a  disagreeable  part  of  run- 
ning a  business,  and  therefore  does  not  receive  the 
attention  it  should. 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  315 


FOKMAL  AND  OFFICIAL  CORRESPOND- 
ENCE. 

There  is  as  much  difference  between  formal  cor- 
respondence and  informal  correspondence  as  there 
is  between  a  book  on  good  manners  and  one  on  eti- 
quette. 

A  formal  letter  is  as  brief  as  consistent  with 
courteous  phrasing  and  often  severe  in  tone.  There 
can  be  nothing  in  the  least  unconventional  about  a 
formal  letter,  and  if  the  beginning  be  conventionally 
correct  the  entire  substance  of  the  letter  should  be 
correct,  even  to  the  signature  and  the  date.  The 
rules  are  quite  as  strict  in  business  etiquette  as  in 
that  of  conventional  social  life;  and  this  is  easily 
understood  when  one  takes  into  consideration  the 
necessarily  social  forms  of  certain  lines  of  business 
correspondence. 

Letters  of  introduction  are  in  constant  demand, 
and  a  request  for  a  letter  of  introduction  should  be 
written  in  this  style: 


316  MODERN    BUSINESS    CORRESPONDENCE 

Chicago,  111.,  Sept.  8,  1908. 
Dear  Sir : 

I  am  about  to  go  to  New  York  on  a  busi- 
ness trip,  and  remembering  your  kind  offer 
of  assistance,  am  taking  the  liberty  of  re- 
questing introductions  to  D.  0.  Darnley  & 
Co.  and  James  Murray  &  Sons. 

Thanking  you  in  advance  for  your  favor 
and  assuring  you  of  hearty  appreciation, 
please  believe  me, 

Yours  sincerely, 

ARTHUR  J.  WARREN. 
Charles  A.  Strickland, 
56  Washington  St., 
Chicago,  111. 

Answer  to  the  Request  for  a  Letter  of  Introduction. 

Chicago,  111.,  Sept.  9,  1908. 
Dear  Sir: 

Accompanying  this  note  you  will  find 
letters  of  introduction  which  I  trust  will 
meet  your  requirements. 

It  gives  me  pleasure  to  be  able  to  do 
you    this    service,    and    should    a    similar 
necessity  arise  in  the  future,  please  con- 
sider me  at  your  disposal. 
Yours  truly, 

CHARLES  A.  STRICKLAND. 
Arthur  J.  Warren,  Esq., 
Mead  &  Sons, 
Chicago,  111. 


FORMAL    AND   OFFICIAL    CORRESPONDENCE  317 

A  General  Letter  of  Introduction. 

This  will  introduce  the  bearer,  Mr.  Ar- 
thur J.  Warren,  whom  I  personally  esteem 
as  being  a  gentleman  in  conduct  and  repu- 
tation. 

Any  courtesy  shown  to  Mr.  Warren  I 
shall  consider  a  favor  to  myself,  and  I  be- 
speak for  him  all  possible  attention  and 
service. 

CHARLES  A.  STRICKLAND. 

Another  Form  of  Introduction. 

Chicago,  III,  Sept.  9,  1908. 
Dear  Sir : 

We  take  pleasure  in  introducing  the 
bearer,  Mr.  Arthur  J.  Warren,  who  intends 
to  engage  in  business  in  your  city. 

Mr.  Warren  has  long  been  a  valued  pa- 
tron of  our  house,  and  we  will  consider  any 
courtesy  shown  him  a  personal  favor. 
Very  truly  yours, 
CHAS.  A.  STRICKLAND  &  SON, 

by  Joseph  Strickland. 
Arthur  J.  Warren,  Esq., 
Mead  &  Sons, 
Chicago,  111. 

A  most  convenient  and  exceedingly  popular  form 
of  introduction  is  by  means  of  a  calling  card  with, 
"  Introducing  Mr.  Arthur  Warren  and  commending 
him  to  your  attention,"  written  in  the  lower  left- 


318  MODERN    BUSINESS    CORRESPONDENCE 

hand  corner.    This  is  by  far  the  easiest  and  quick- 
est method  of  presenting  an  introduction. 

A  response  to  a  letter  of  introduction  is  not  nec- 
essary, but  should  the  recipient  wish  to  make  ac- 
knowledgment he  may  do  so  as  shown  below.  This 
form  is  also  acceptable  for  a  business  house  that 
may  wish  to  express  appreciation  of  influence  ex- 
erted to  increase  their  business. 

Chicago,  111.,  Nov.  10,  1908. 
Dear  Sir: 

I  wish  to  express  my  appreciation  of  your 
prompt  response  to  my  letter  of  the  8th  inst. 

If  at  any  time  I  can  render  you  a  similar 
service  I  trust  you  will  not  hesitate  to  com- 
mand me. 

Yours  very  truly, 

ARTHUR  J.  WARREN. 
Chas.  A.  Strickland,  Esq., 
56  Washington  St., 
Chicago,  111. 

Request  for  Information  Regarding  a  Broker: 

Center  City,  Wyoming,  Aug.  11,  1908. 
Dear  Sir : 

Having  had  an  unusually  favorable  year, 
I  have  decided  to  take  a  flyer  in  stocks  and 
take  the  liberty  of  asking  for  information 
regarding  a  first-class,  reliable  broker. 

Business  does  not  permit  a  personal  in- 
vestigation, and  while  I  regret  being  obliged 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  31.9 

to  trouble  you,  accept  my  assurance  that  any 
information  rendered  will  be  greatly  appre- 
ciated, and  treated  as  strictly  confidential. 
Hoping  I  may  be  in  a  position  to  return 
any  courtesy  rendered,  believe  me, 
Very  truly  yours, 

HIRAM  BROWN. 
Daniel  Barnes  &  Son, 
The  Temple, 
Chicago,  111. 


Eeply  to  the  Request  for  Information: 

Chicago,  111.,  Aug.  11,  1908. 
Dear  Sir: 

It  gives  me  pleasure  to  refer  you  to  Sam- 
uel Jameson,  200  LaSalle  St.,  for  the  infor- 
mation you  desire. 

Mr.  Jameson  ranks  as  one  of  the  oldest 
and  most  reliable  brokers  in  the  West,  and 
I  have  no  hesitancy  in  recommending  him 
to  your  service. 

Yours  truly, 

DANIEL  BARNES. 
Hiram  Bowen,  Esq., 
Center  City,  Wyoming. 

A  letter  of  resignation,  though  necessarily  brief 
and  to  the  point,  is  troublesome  for  the  reason  that 
a  pleasant  impression  is  desirable.  All  reference  as 
to  anything  unpleasant  in  past  associations  must  be 
carefully  avoided : 


3:20  MODERN    BUSINESS    CORRESPONDENCE 

Hartford,  Conn.,  Sept.  10,  1908. 
Gentlemen : 

After  a  long  and  agreeable  association 
with  your  house  I  feel  compelled,  on  ac- 
count of  ill-health,  to  resign  my  position 
and  desire  to  terminate  my  connection  with 
you  on  the  first  of  next  month. 
Very  respectfully, 

WALTER  A.  BARNES. 
Standard  Cooperage  Co., 
Macon,  Ga, 


A  Letter  of  Dismissal: 

Chicago,  111.,  May  3,  1908. 
Dear  Sir  : 

We  regret  to  inform  you  that  on  and 
after  Jan.  3rd,  we  shall  be  unable  to  retain 
your  services. 

Yours  truly, 

BAILEY,  MARSH  &  Co. 
E.  B.  Fargo,  Esq., 

New  Orleans,  La. 


Another  Letter  of  Dismissal: 

York,  Me.,  Nov.  4,  1908. 
Dear  Sir: 

We  beg  to  notify  you  that  our  house,  find- 
ing it  necessary  to  retrench  expenses,  will 
be  compelled  to  dispense  with  your  services 
from  this  date.  Eegretting  the  necessity  of 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  321 

this  measure  and  wishing  you  every  pos- 
sible success  in  the  future,  we  remain, 
Yours  truly, 

F.  HAMMOND  &  Co. 
Wm.  Shannon,  Esq., 

Portsmouth,  Mo. 


The  Offer  of  a  New  Position: 

San  Francisco,  Calif.,  June  7, 1908. 
Dear  Sir: 

In  reply  to  your  favor  of  the  9th,  we 
hereby  offer  you  the  position  of  Manager 
of  our  local  retail  store  at  a  salary  of 
$2,950.00  per  annum,  beginning  with  Jan. 
1,  1909. 

Kindly  advise  me  at  once  if  satisfactory. 
Very  truly  yours, 

W.  G.  LEONARD  &  SON, 

By  Arthur  Leonard. 
Chester  Morton,  Esq., 
Denver,  Col. 


Should  the  offer  of  the  new  position  be  declined 
on  the  ground  of  insufficient  salary,  the  following 
form  may  be  used : 

Denver,  Col.,  Dec.  5,  1908. 
Gentlemen : 

Replying  to  yours  of  the  3rd  inst.,  I  beg 
to  say  that  your  kind  offer  of  the  position 
of  Manager  of  your  local  retail  store  is  not 


322  MODERN    BUSINESS    COBRESPONDENCE 

acceptable  to  me  on  account  of  insufficient 
salary  attached. 

Yours  truly, 

CHESTER  MORTON. 
W.  G.  Leonard  &  Son, 
San  Francisco,  Calif. 

A  Letter  of  Promotion: 

Chicago,  111.,  May  2,  1908. 
Dear  Sir: 

We  take  pleasure  in  notifying  you  that 
on  July  1st  you  will  be  promoted  to  the 
position  of  District  Manager  for  the  New 
England  states. 

This  promotion  has  been  fairly  earned, 
and  we  expect  to  receive  most  satisfactory 
results  from  the  advancement. 
Very  truly  yours, 

SMALL,  BREWSTER  &  Co., 

by  Joseph  Small. 
Thomas  H.  Norton,  Esq., 
Kichmond,  Va. 

Any  formal  announcement  intended  for  outside 
distribution  is  printed  on  cards  or  stationery  (note 
size). 

A  Notice  of  Promotion  in  Card  Form: 

Mr.  Thornton  Hammond  has  been  elected 
to  the  office  of  Treasurer  of  this  Company. 

Mr.  Hammond  has  been  identified  with 
us  in  various  capacities  for  the  past  ten 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  323 

years  and  this  promotion  is  a  fitting  recog- 
nition of  his  services  and  ability. 

KINGSLEY  RAILWAY  PRINTING  Co., 

President. 

Chicago,  111.,  Feb.  5,  1908. 


An  invitation  to  an  annual  dinner  should  be  en- 
graved on  the  heaviest  of  paper  with  the  seal,  name, 
or  monogram  of  the  organization  placed  at  the  top 
directly  in  the  center.  It  may  be  worded  as  follows : 

The  Onyx  Club  of  Chicago  requests  the 
honor  of  your  presence  at  its  Annual  Ban- 
quet on  Thursday  evening,  March  the 
twenty-fifth,  nineteen  hundred  and  seven,  at 
six  o'clock,  at  the  Auditorium  Hotel. 

In  the  necessity  of  a  refusal  this  will  serve: 

Mr.  M.  M.  Baer  presents  his  compliments 
and  regrets  not  being  able  to  attend  the 
banquet  given  by  The  Onyx  Club  on  Thurs- 
day evening,  March  twenty-fifth. 

To  Mr.  Samuel  Sands.    (Secretary.) 


An  Invitation  to  a  Floral  Reception  (Engraved): 

Your  presence  is  desired  at  Arnold's 
Floral  Reception  Friday  evening,  October 
the  tenth,  from  eight  until  twelve,  prior  to 
the  opening  Saturday,  October  the  eleventh. 

Palmer  House  Block,  Chicago. 


324  MODERN   BUSINESS    CORRESPONDENCE 

This  form  of  invitation  should  also  be  used  for  a 
formal  opening. 

/ 

Announcements  take  various  forms,  such  as, 
An  Announcement  of  a  Return  (Engraved) : 

We  desire  to  announce  that  Mr.  Dunham 
has  just  returned  from  Europe,  and  is  pre- 
pared to  show  his  patrons  the  latest  artis- 
tic effects  in  photography. 

DUNHAM  STUDIO, 
311  Michigan  avenue. 
Chicago,  Sept.  20,  1908. 

Announcement  of  a  Removal  (Engraved): 

The  Warren  Smith  Company  announces 
its  removal  and  formal  opening  on  Tues- 
day, June  twenty-fifth,  nineteen  hundred 
and  eight,  at  30  East  Washington  Street, 
Chicago. 

Lingerie,  Waists  and  Millinery. 

On  Occupying  New  Quarters  (Engraved): 

The  Officers  and  Directors  of  the  Walton 
Banking  Co.,  Chicago,  take  pleasure  in  an- 
nouncing that  the  Bank  will  occupy  its  New 
Room  on  Monday,  October  5,  1908. 

A  cordial  invitation  is  extended  to  you  to 
visit  the  bank. 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  325 

An  Announcement   on  Entering   Business    (En- 
graved): 

Benjamin  Hoyt,  D.  D.  S.,  desires  to  an- 
nounce the  opening  of  an  office  for  the  prac- 
tice of  dentistry. 
Address.  Hours. 

Another   Announcement    on   Entering   Business 
(Engraved): 

V.  A.  FULLER  &  Co., 
Chicago,  111. 

Mar.  4,  1908. 

I  have  this  day  formed  a  connection  with 
the  firm  of  Messrs.  Fuller  &  Company. 

Any  business  entrusted  to  my  care  will 
be  greatly  appreciated  and  will  receive  my 
closest  attention. 

JAMES  PARKER. 
Telephone . 

On  Taking  Over  the  Practice  of  an  Absent  Physi- 
cian (Engraved): 

Dr.  Robert  Miller  announces  that  he  will 
occupy  the  offices  and  continue  the  practice 
of  Dr.  John  Murray,  who  has  left  Chicago 
for  practice  in  Europe. 
(Address.) 

On  Resuming  Practice  (Engraved): 

Stewart  Mann  begs  to  announce  that  he 
has  resumed  the  practice  of  law  at  Suite 
86-87  Ashland  Block. 
Telephone . 


326  MODERN   BUSINESS    CORRESPONDENCE 

On  Admitting  Son  to  Partnership  (Written), 

Messrs.  C.  V.  Burns  &  Co., 

Boston,  Mass. 
Gentlemen : 

My  son  having  joined  me  in  partnership, 
I  wish  to  announce  that  after  this  date  the 
firm  will  be  known  under  the  name  of  G. 
C.  Kirk  &  Son. 

Hoping  any  dealing  with  our  house  may 
be  as  satisfactory  in  the  future  as  it  has 
been  in  the  past,  and  thanking  you  for  the 
confidence  you  have  always  reposed  in  us. 
jYours  truly, 

GRAHAM  KIRK. 
Lynn,  Mass.,  Nov.  1,  1908. 


An  Announcement  on  the  Retirement  of  a  Partner 
(Written): 

Lynn,  Mass.,  Feb.  8, 1908. 
Gentlemen : 

Mr.  James  Chase  having  retired  from  our 
firm,  we  beg  to  announce  the  business  will 
henceforth  be  conducted  under  the  name  of 
Handy  &  Co. 

Hoping  this  change  will  not  alter  the  con- 
fidence with  which  you  have  always  favored 
us,  believe  us,  gentlemen, 

Your  obedient  servants, 

HANDY  &  Co., 
By  James  Handy. 
Graham  &  Sons, 
Lowell,  Mate. 


FOBMAL   AND   OFFICIAL   CORRESPONDENCE  327 

On  the  Death  of  a  Partner  (Engraved)  : 

We  announce  with  deep  sorrow  the  death 
of  our  Mr.  Ossian  Moore,  which  occurred 
at  St.  Luke's  Hospital,  Chicago,  on  the 
evening  of  Thursday,  February  second, 
nineteen  hundred  and  eight. 

K.  F.  MOORE  MALTING  Co., 
Waukegan,  Wise. 

An  Announcement  of  Dissolving  Partnership  (En- 
graved) : 

The  partnership  heretofore  existing 
under  the  firm  name  of  Swift,  Hamlin  & 
Sanford,  is  this  day  dissolved  by  mutual 
consent. 

Messrs.  Swift  &  Madison  will  occupy  the 
present  offices  of  the  old  firm  and  will  con- 
tinue the  general  business,  including  the 
collection  of  outstanding  accounts. 
(Signed) 

Chicago,  Mar.  3,  1908. 
JOHN  SWIFT, 
JAMES  S.  HAMLIN, 
WARREN  SANFORD, 
HENRY  B.  MADISON. 

Another    Form    of  Dissolution  of    Partnership 
(Written): 

Akron,  Ohio,  March  20,  1908. 
Gentlemen : 

We  beg  to  announce  the  partnership  ex- 
isting under  the  name  of  White,  Kennedy  & 
Co.  expired  by  limitation  on  the  1st  inst., 
and  will  not  be  renewed. 


328  MODERN    BUSINESS    CORRESPONDENCE 

A  new  partnership  has  been  formed 
under  the  name  of  Kennedy  &  Son  and  a 
continuance  of  your  usual  patronage  is 
solicited. 

Very  truly  yours, 
GEORGE  KENNEDY  &  SON, 

By  Geo.  Kennedy,  Jr. 
Messrs.  Zane,  Kune  &  Co., 
Greenfield,  111. 

Notice  of  Dissolution  (Engraved): 

Notice  is  hereby  given  that  the  partner- 
ship lately  existing  between  George  R. 
Shannon  and  Frank  Norton,  of  the  City, 
County  and  State  of  Kansas,  under  the 
style  and  firm  name  of  Shannon  &  Frank- 
lin, coffee  brokers,  has  been  this  day  dis- 
solved by  mutual  consent.  Either  party 
will  sign  in  liquidation. 

(Signed) 

GEORGE  R.  SHANNON, 
FRANK  NORTON. 
Jan.  1,  1908. 

Recommending  Successor  in  Business: 

Athens,  Ga.,  Apr.  5, 1908. 
Gentlemen : 

We  beg  to  inform  you  the  house  of  B.  B. 
Douglas  &  Co.  has  retired  in  favor  of  M.  V. 
Long  &  Co. 

The  new  firm  has  been  associated  with  us 
for  many  years,  and  we  recommend  it  with 
confidence  as  thoroughly  able  and  business- 
like. 


FORMAL   AND   OFFICIAL.    CORRESPONDENCE  329 

Hoping  you  will  favor  them  with  your 
generous  patronage,  believe  us, 

Yours  most  respectfully, 

B.  B.  DOUGLAS  &  Co. 
James  Chase  &  Sons, 

Portland,  Oregon. 

The  Consolidation  of  Firms: 

Chicago,  111.,  Jan.  1,  1908. 
Gentlemen : 

We  beg  to  apprise  you  of  the  consolida- 
tion of  the  houses  C.  C.  Blanchard  &  Co. 
and  Atkins  &  Shelby,  of  this  city,  and  all 
business  dealings  will,  from  this  date,  be 
under  the  firm  name  of  Blanchard,  Atkins 
&  Shelby. 

Trusting  you  will  retain  our  services  and 
assuring  you  of  our  faithful  co-operation 
in  all  orders,  believe  us, 

Your  obedient  servants, 
BLANCHARD,  ATKINS  &  SHELBY. 
Messrs.  Chase  &  Smith, 
Akron,  Ohio. 

On  Soliciting  Trade: 

Chicago,  111.,  15  Lake  St., 

Feb.  8,  1908. 
Gentlemen : 

I  have  this  day    opened    an   office    at   the 
above  number  for  the  transaction  of  busi- 
ness as  dealer  in  fine  groceries. 

All  orders  will  be  promptly  executed, 
and  I  refer  you  to  Messrs.  Cahn,  Hinkley 


330  MODERN   BUSINESS   CORRESPONDENCE 

&  Co.,  who  will  give  guarantee  as  to  my 
knowledge  and  reliability. 
Hoping  you  will  favor  me. 

Very  respectfully  yours, 

JAMES  BARTLETT. 
Samuel  S.  Stone  &  Sons, 
Chicago,  111. 


The  most  conventional  form  of  business  corre- 
spondence is  the  official  letter.  An  official  letter 
varies  from  a  formal  letter  principally  in  the  address 
and  signature.  The  address  depends  upon  the  rank 
of  the  one  addressed,  but  the  signature  is  usually 
"Your  most  obedient  servant." 

Foreign  forms  of  official  letters  are  conventional 
in  the  extreme,  and  puzzling  to  anyone  not  trained 
in  the  use  of  foreign  titles.  A  democratic  country, 
to  be  consistent,  should  use  a  simple,  dignified  form 
of  address.  The  popular  style  for  Americans  when 
addressing  the  President  is: 


Erie,  Pa,,  May  2,  1908. 
The  President, 

Washington,  D.  C. 

In    regard  to  the    matter    I  have    been 
asked  to  investigate,  etc.,  


Yours  with  the  highest  respect. 


FOBMAL   AND   OFFICIAL   CORRESPONDENCE  331 

This  style  is  only  admissible  to  citizens,  and  is 
simple  and  unadorned.  "Sir"  is  not  used,  and  the 
official  signature,  "Your  most  obedient  servant,"  or 
"Your  most  humble  and  obedient  servant,"  is  also 
dispensed  with.  The  style  is  popular,  however,  for 
its  very  simplicity. 

Members  of  the  Foreign  Legation,  when  writing 
to  the  President  on  official  matters,  would  use  this 
form  of  address : 

Washington,  D.  C.,  Mar.  4,  1908. 
His  Excellency,  the  President  of  the  United 
States, 

Executive  Mansion, 
Washington,  D.  C. 


(Signature.) 
I  am, 

With  the  greatest  respect, 
Your  most  obedient  servant. 


Americans  abroad  who  have  occasion  to  address 
letters  to  the  Foreign  Embassy  often  make  the  mis- 
take of  using  the  popular  American  form  of  address, 
giving  as  a  reason,  the  extremely  conventional  style 
used  by  members  of  the  Foreign  Legation  when  ad- 
dressing the  President  of  the  United  State*.  This 


332  MODERN   BUSINESS    CORRESPONDENCE 

is  a  poor  argument.  A  foreigner  addresses  the 
President  of  the  United  States  in  the  conventionally 
correct  style  of  address  for  the  President  of  a  Ke- 
public.  An  American  should  be  as  conventionally 
correct  when  addressing  a  Foreign  Power  or  a  mem- 
ber of  the  Foreign  Legation.  There  is  no  excuse 
for  stupidity,  and  the  bearer  of  official  tidings,  or 
the  individual  representing  a  country  in  an  official 
capacity,  cannot  afford  to  be  treated  or  looked  upon 
with  contempt. 

Members  of  the  Foreign  Legation  are  given  their 
title  in  full  and  their  orders  to  the  number  of  three. 
"Etc.V  are  used  to  designate  the  remaining 
orders,  but  these  "etc.'s"  should  not  exceed  three 
in  number. 

Boston,  Mass.,  Jan.  1,  1908. 
His  Excellency,  Sir  Eobert  Hammond,  G.  C. 
M.  G.,  G.  C.  V.  0.,  G.  C.  B.,  etc.,  etc.,  etc. 
British  Embassy, 

Washington,  D.  C. 
Sir:  or,  Your  Excellency: 


(Signature.) 

I  have  the  honor  to  be, 
Your  Excellency's  most  obedient  servant. 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  333 

Should  the  one  addressed  have  but  one  order,  as 
is  the  case  with  the  present  English  Ambassador, 
Ambassador  Bryce,  who  has  refused  all  orders  but 
the  Order  of  Merit,  the  address  would  be  in  this 

style : 

Boston,  Mass.,  June  5,  1908. 
The  Right  Honorable  James  Bryce,  O.  M., 
His  Majesty's  Ambassador  Extraordin- 
ary and  Minister  Plenepotentiary, 
British  Embassy, 

Washington,  D.  C. 
Sir: 


(Signature.) 
I  have  the  honor  to  be,  with  the  highest 

respect, 
Your  most  obedient  servant, 

Members  of  the  Diplomatic  Service  of  the  United 
States  can  be  addressed  as  "The  Honorable/'  with 
the  addition  of  whatever  titles  they  may  possess, 
such  as,  LL.  D.,  or  Ph.  D.,  but  the  customary  style 
is  simply  "The  Honorable." 

Washington,  D.  C. 
The  Honorable  Whitelaw  Reid, 
United  States  Ambassador, 
American  Embassy, 
London,  England. 
Sir: 


334  MODERN   BUSINESS    COEEESPONDENCE 

This  form  of  address  would  be  the  one  to  use 
when  writing  to  the  Minister  to  a  foreign  country, 
using  "United  States  Minister "  instead  of  " Am- 
bassador.'' 

The  old  form  of  "Minister  to  the  Court  of  St. 
James,"  is  obsolete,  as  the  English  Envoy  Extra- 
ordinary was  raised  to  the  rank  of  Ambassador  Ex- 
traordinary in  Sir  Julian  Pauncefote's  second  term 
in  1903.  Members  of  the  Consular  service  are  al- 
ways "Esquire."  Consuls  General  are  given  their 
title.  "Eobert  Buchanan,  Consul  General,  Ameri- 
can Consulate." 

Officers  of  the  army,  from  General  down  to  Second 
Lieutenant,  are  addressed  by  their  names  in  full, 
prefixed  by  their  titles,  and  the  same  rule  applies 
to  the  officers  of  the  navy. 

The  Chief  Justice  of  the  Supreme  Court  Would 
Be  Addressed: 

Denver,  Col.,  March  7,  1908. 
The  Honorable,  the  Chief    Justice  of    the 
United  States, 

Washington,  D.  C. 
Your  Honor  : 

(Signature.) 
I  am  Your  Honor's  obedient  servant, 


FORMAL   AND   OFFICIAL   CORRESPONDENCE  335 

Judges  of  the  Supreme  Court  are  addressed  as 
"The  Honorable  Justice  (surname),  Supreme  Court 
of  the  United  States. "  Judges  of  the  Circuit  Court, 
the  District  Court,  the  Supreme  Court  of  the  Dis- 
trict of  Columbia  and  the  United  States  Court  of 
Claims  are  also  addressed  as  "The  Honorable  Jus- 
tice ( surname )."  All  letters  to  Judges  begin  "Your 
Honor. " 

Congressmen  are  styled  "The  Honorable  (sur- 
name), M.  C." 

The  Governor  of  Illinois  can  be  addressed  as  "His 
Excellency,  Charles  S.  Deneen,"  but  the  more  pop- 
ular form  is  as  follows : 

Athens,  Ga.,  Nov.  5,  1908. 

The  Honorable  Charles  S.  Deneen, 
Governor  of  the  State  of  Illinois, 

Springfield,  111. 

A  petition  is  soon  to  be  sent  you  regard- 
ing John  Jones,  who  was  duly  convicted  of 
the  crime  of  theft. 

I  will  not  take  your  valuable  time  by 
going  into  particulars,  but  will  ask  your 
kind  and  immediate  attention  to  this  case 
of  John  Jones,  and  assure  you  that  a  per- 
sonal investigation  of  the  case  on  my  part 
has  resulted  in  my  endorsing  the  petition 
most  favorably. 

Yours  most  respectfully 


336  MODERN    BUSINESS    CORRESPONDENCE 

A  Petition  to  the  Governor: 

Chicago,  HI. 
The  Hon.  Charles  S.  Deneen, 

Governor  of  the  State  of  Illinois, 
Springfield,  111. 

We,  the  undersigned,  citizens  and  resi- 
dents of  the  State  of  Illinois,  respectfully 
petition  yon  to  pardon  John  Jones,  who 
was  duly  convicted  of  the  crime  of  robbery 
in  the  Circuit  Court  of  Cook  County,  on  the 
third  day  of  August,  nineteen  hundred  and 
eight,  and  afterward  duly  sentenced  and 
is  now  in  the  State  Penitentiary  at  Joliet. 

(Then  should  follow  a  brief  history  of 
the  case  and  a  statement  of  the  reasons 
which  would  warrant  a  pardon.  The  peti- 
tion should  be  accompanied  by  a  statement 
in  writing  made  by  the  Judge  and  the  Prose- 
cuting Attorney  from  the  Court  where  judg- 
ment was  pronounced.) 

All  of  which  is  respectfully  submitted. 
(Signatures.) 

Date. 


Mayors  can  be  addressed,  "His  Honor,  Mayor 
Fred  A.  Busse,"  or  "  Honorable  Fred  A.  Busse, 
Mayor  of  the  City  of  Chicago. " 

A  resident  official  wishing  to  extend  the  hospital- 
ity of  his  home  to  a  visiting  official  would  express 
his  wishes  in  these  terms: 


FOKMAL   AND   OFFICIAL    CORRESPONDENCE  337 

Seattle,  Wash. 
My  dear  Col.  Grover: 

I  am  very  glad  to  receive  word  in  this 
morning 's  mail  of  your  proposed  trip  to 
Seattle. 

It  gives  Mrs.  Colton  and  myself  great 
pleasure  to  offer  you  the  hospitality  of  our 
home  during  your  stay,  and  we  trust  no 
previous  arrangements  will  deprive  us  of 
the  pleasure  of  having  you  with  us. 
Very  sincerely  yours, 

JOHN  LOMBARD  COLTON. 
December  10, 1908. 

Acknowledgment  of  Hospitality  on  Return: 

Washington,  D.  C. 
My  Dear  Mrs.  Colton: 

I  shall  hold  my  trip  to  Seattle  in  most 
pleasant  remembrance. 

Your  cordial  welcome  and  warm  hospital- 
ity made  my  stay  one  of  pleasure  as  well  as 
duty,  and  I  assure  you  that  the  recollec- 
tions of  your  charming  home,  as  well  as  the 
interesting  talks  with  your  husband,  make 
me  look  forward  to  a  renewal  of  the  ac- 
quaintance. 

Yours  most  sincerely, 

WARREN  GROVER. 
January  1,  1909. 


338  MODERN   BUSINESS    CORRESPONDENCE 


LETTERS  OF  APPLICATION. 

The  majority  of  applications  are  written  by  read- 
ers of  newspaper  advertisements.  An  application 
written  in  answer  to  an  advertisement  of  this  kind 
is  the  most  difficult  because  a  newspaper  advertise- 
ment, as  a  rule,  gives  no  name  or  address,  merely  a 
letter,  a  number,  and  the  name  of  the  paper  in  which 
it  appears.  The  writer  has  no  knowledge  as  to  the 
reader,  the  firm,  or  the  location  of  the  desired  po- 
sition. He  is  "going  it  blind, "  and  is  often  ham- 
pered by  the  reluctance  to  give  references  that  may 
prove  sources  of  annoyance  to  persons  kind  enough 
to  allow  him  the  use  of  their  names.  If  he  could  be 
sure  the  advertisement  he  is  answering  was  written 
by  a  reliable  party,  who  would  not  take  advantage 
of  the  information  asked  for,  he  would  not  hesitate ; 
but  oftener  than  otherwise  he  will  receive  no 
answer  to  his  application  and  later  may  find  that 
his  friends  have  been  annoyed  or  his  affairs  have 
been  mentioned  in  a  way  anything  but  desirable. 


LETTEBS   OF   APPLICATION  339 

These  are  the  reasons  for  many  of  the  answers 
to  newspaper  advertisements  reading  in  this  style: 

Chicago,  111.,  3  Keane  St., 

Sept.  24,  1908. 
Dear  Sir: 

I  wish  to  apply  for  the  position  referred 
to  in  the  enclosed  advertisement  cut  from 
the  "Wahl"  of  Sunday,  the  23rd. 

Will  you  be  kind  enough  to  grant  me  an 
interview?  I  can  give  exceptional  refer- 
ences. 

Yours  truly, 

PETER  FLAGG. 

Where  hundreds  of  applications  are  received  there 
is  no  reason  why  one  in  particular  should  be  favored 
unless  an  influential  reference  or  data  as  to  experi- 
ence marks  it  as  more  desirable  than  the  rest;  and 
this  is  where  the  man  with  a  sense  of  delicacy  may 
not  do  himself  justice  in  the  eyes  of  the  reader. 

When  a  man  is  willing  to  take  the  risk  of  possible 
unpleasantness  to  himself  or  his  friends,  he  may 
answer  like  this : 

Chicago,  111.,  8  LaSalle  St., 

Sept.  4,  1908. 
Dear  Sir : 

In  answer  to  the  enclosed  advertisement 
I  wish  to  state  that  I  have  been  actively  em- 
ployed in  your  line  of  business  for  five  years 


340  MODERN   BUSINESS    CORRESPONDENCE 

and  am  fully  competent  to  fill  the  position. 
I  am  glad  to  refer  you  to  Chas.  D.  Brown, 
of  Smith,  Brown  &  Co.,  and  James  John- 
son, of  Stephen  Moore  &  Son,  for  further 
information  as  to  ability.  Should  you  de- 
sire an  interview  I  am  at  your  service. 
Very  truly  yours, 

HARRISON  HARDY. 
Telephone  


After  a  man  has  been  in  business  for  a  number  of 
years  his  letters  get  a  certain  professional  tang 
that  may  excuse  apparent  haste,  but  one  entering 
business  cannot  be  too  painstaking.  All  applica- 
tions, with  the  exception  of  those  applying  for  sten- 
ographic positions,  should  be  written  in  long  hand, 
and  the  minutest  attention  should  be  given  to  punc- 
tuation and  spelling,  while  the  address  should  be 
faultless. 

An  Application  From  a  Boy  Who  Is  Entering 
Business: 

Evanston,  111.,  5  Surf  St., 

Oct.  3,  1908. 
Dear  Sir : 

I  wish  to  apply  for  the  position  of  clerk, 
advertised  in  "The  Tribune "  of  Oct.  2nd, 
and  can  say  I  am  strong,  willing  and  anx- 
ious to  give  satisfaction.  I  give  as  refer- 
ence Mr.  Samuel  Watson,  of  Watson  &  Bur- 
ton. 


LETTEBS   OF   APPLICATION  341 

Hoping  you  will  grant  me  an  interview, 
believe  me, 

Yours  respectfully, 

HENRY  HOLMES. 

When  the  application  is  for  a  position  in  another 
city,  it  is  courteous  to  mention  the  source  of  infor- 
mation. 

An  Application  for  the  Position  of  Bookkeeper: 

Kansas  City,  Kan.,  Aug.  5, 1908. 
Gentlemen : 

Mr.  Frank  Mason,  my  former  employer, 
tells  me  you  are  looking  for  a  competent 
bookkeeper.  I  was  in  the  employ  of  Mr. 
Mason  for  six  years,  and  give  him  as  refer- 
ence for  ability  and  character. 

Hoping  my  application  will  meet  with 
your  favor,  believe  me, 

Yours  respectfully, 

JOHN  DEAN. 

Gordon  McLain  &  Sons, 
53  South  St., 
Chicago,  111. 

An  Inquiry  as  to  Applicant's  Character: 

Chicago,  111.,  53  South  St., 

Aug.  10,  1908. 
Frank  Mason,  Esq., 

Kansas  City,  Kansas. 
Dear  Sir : 

Mr.  John  Dean  has  made  application  for 
the  position  of  bookkeeper  with  us,  and  re- 


342  MODERN   BUSINESS   CORRESPONDENCE 

fers  to  you  as  having  been  his  employer 
for  six  years.  We  would  like  to  fill  the 
position,  which  is  an  unusually  responsible 
one,  as  quickly  as  possible,  and  should  you 
approve  of  his  application  we  shall  send 
for  him  immediately.  Will  you  kindly  in- 
form us,  at  your  earliest  convenience, 
whether  his  statement  is  correct,  and  if  you 
can  recommend  him  as  thoroughly  compe- 
tent and  trustworthy? 

Trusting  we  are  not  putting  you  to  any 
inconvenience,  we  remain, 

GORDON  MCLARNIE  &  SONS. 


Reply  to  Inquiry  as  to  Applicant's  Character 

Kansas  City,  Kan.,  Aug.  13,  1908. 
Gordon  McLarnie  &  Sons, 
53  South  St., 

Chicago,  111. 
Gentlemen : 

Replying  to  your  inquiry  of  the  10th  re- 
garding the  character  and  business  ability 
of  John  Dean,  who  was  in  my  employ  for 
six  years,  let  me  say  that  Mr.  Dean  is  de- 
serving of  my  heartiest  recommendation. 
During  his  stay  with  me  he  so  managed  his 
department  that  he  not  only  won  my  entire 
confidence  and  trust,  but  the  respect  of  his 
associates  as  well;  and  had  it  not  been  for 
a  nervous  breakdown  (from  which,  I  am 
glad  to  say,  he  seems  now  to  have  entirely 
recovered),  I  would  not  have  parted  with 
him.  I  can  cheerfully  recommend  him  for 
the  position  you  mention,  and  assure  you 


LETTERS   OF   APPLICATION  343 

that  you  need  not  hesitate  to  at  least  give 
him  a  trial. 

Yours  very  truly, 

FEANK  MASON. 


When  circumstances  will  permit  it  is  always  bet- 
ter to  call  in  person  than  to  write.  It  will  probably 
be  necessary  for  you  to  write  an  application  also, 
after  the  interview,  for  filing  purposes,  but  noth^ 
ing  takes  the  place  of  a  personal  interview.  State 
your  experience  and  qualifications  as  briefly  as  pos- 
sible, and  if  an  agreement  is  entered  into  give  your 
references.  A  man  should  be  his  own  best  refer- 
ence. 

When  writing  a  letter  of  application  after  the  in- 
terview, follow  the  same  rules,  and  be  careful  to 
say  no  more  and  no  less  than  you  have  already 
stated.  Clearness,  brevity,  neatness  and  dispatch 
are  surprisingly  helpful. 

When  writing  for  a  position  in  another  city,  if 
possible,  give  references  in  that  city,  or  if  the  posi- 
tion is  an  important  one,  enclose  copies  of  your  best 
references.  This  saves  time  and  makes  a  decided 
impression. 


344  MODERN   BUSINESS    CORRESPONDENCE 

A  Teacher's  Application: 

Louisville,  Ky.,  Aug.  4,  1908. 
Dr.  Clarence  F.  Condon, 

Washington,  Tenn. 
Dear  Sir: 

I  wish  to  apply  for  the  position  of  teacher 
of  rhetoric  in  Condon  College.  My  refer- 
ences as  to  character,  experience,  and  abil- 
ity are  from  well-known  men  in  my  home 
town,  where  I  have  spent  the  greater  part 
of  my  life. 

Assuring  you  of  my  most  faithful  efforts 
should  you  favor  me  with  the  position, 
believe  me, 

Very  respectfully  yours, 

AUGUSTA  POHOKUS. 


An  Application  from  an  Advertising  Man: 

Chicago,  111.,  1  La  Salle  St., 

Oct.  1,  1908. 
Gentlemen : 

I  am  informed  by  Mr.  Seth  Warren  that 
you  are  desirous  of  finding  a  wide-awake, 
snappy,  thoroughly  up-to-date  advertising 
man  who  understands  the  public  and  has 
been  successful  in  handling  trade.  Believe 
me,  if  I  seem  to  boast,  I  am  but  giving  you 
results  already  achieved,  as  you  may  see  by 
the  accompanying  pamphlets;  and  will 
further  inform  you  that  I  have  had  an  offer 
from  Swift  &  Sampson,  of  your  city,  for 
a  five  years'  contract  at  a  most  favorable 
figure.  Should  my  references  come  up  to 


LETTERS   OF  APPLICATION  349 

expectations,  I  think  we  can  come  to  satis- 
factory terms.  I  believe  that  the  results 
of  a  contract  between  us  would  prove  mu- 
tually satisfactory. 

If  you  desire  an  interview  by  long  dis- 
tance 'phone  I  can  be  reached  daily  from 
eleven  to  one  at  Harrison  2205. 
Yours  truly, 

DON  FEICK. 
Messrs.  Neal,  Plows  &  Co., 

5  Broadway,  N.  Y. 

From  a  Solicitor: 

Chicago,  111.,  Boom  23,  Ashland  Bit, 

Sept.  2,  1908. 
Dear  Sir: 

Through  your  advertisement  in  the 
"  Technical  Globe,"  I  learn  that  you  are 
looking  for  a  thoroughly  experienced  so- 
licitor, and  wish  to  apply  for  the  position. 
I  have  been  a  solicitor  for  thirteen  years 
and  have  worked  with  such  firms  as  SMITH, 
WAEE  &  COMPANY,  and  RENFREW,  FUME, 
LANGDON  &  CURTIS. 

If  my  application  meets  with  favor  I  will 
be  glad  to  run  over  to  Detroit  for  the  pleas- 
ure of  a  personal  interview,  at  which  time 
I  will  present  my  credentials  for  your  con- 
sideration. 

Hoping  we  may  come  to  favorable  terms, 
I  remain, 

Yours  very  truly, 

JAMES  MCDONALD. 
Addison  Graham,  Esq., 
Graham  &  Co., 
Detroit,  Mich. 


346  MODEEN    BUSINESS    COKRESPONDENCE 

An  Application  from  a  Salesman: 

Boston,  Mass.,  45  State  St., 

Oct.  8,  1908. 
Gentlemen : 

I  am  informed  by  Mr.  George  Cooper, 
salesman  for  the  house  of  C.  Dunham  & 
Co.,  of  your  city,  that  you  are  about  to  take 
another  salesman  into  your  business,  and  I 
hereby  apply  for  the  position.  My  experi- 
ence has  been  sound,  and  the  training  I 
have  received  of  the  best — quick,  sharp, 
decisive  and  honorable.  I  started  with  the 
well-known  firm  of  Bacon  &  Jones,  of  this 
city,  and  have  taken  care  always  to  ally  my- 
self with  houses  of  the  same  conservative 
standing. 

For  information  as  to  my  character  and 
personal  habits,  I  would  refer  you  to  Mr. 
Cooper,  and  hope  to  hear  from  you  at  an 
early  date.  Believe  me, 

Eespectfully  yours, 

ROBERT  EAWDON. 

Messrs.  Manson,  Zerr  &  Humphrey, 
Philadelphia,  Pa. 

An  Application  from  a  Press  Agent: 

Chicago,  111.,  Room  87,  Monadnock  Bldg. 

Sept.  1,  1908. 
Dear  Sir: 

I  hereby  apply  for  the  position  of  press 
agent.  There  has  never  been  a  time,  since 
I  was  twenty  (and  I  am  now  forty)  when 
I  have  not  been  associated  with  some  news- 
paper. I  have  been  on  the  staffs  of  the 


LETTERS   OF   APPLICATION  347 

Boston  "Net,"  the  New  York  "Sieve," 
and  the  Chicago  "Megaphone,"  writing 
under  the  pen  name  of  "Fountain."  Also 
I  filled  the  position  of  press  agent  for 
Homer  Long  for  five  years,  and  resigned 
only  on  account  of  the  change  occasioned 
by  his  unfortunate  death. 

Hoping  you  will  grant  me  the  pleasure 
of  an  interview  on  your  arrival  in  Chicago, 
believe  me, 

Yours  truly, 

SAM  SMITH. 
David  Davidson,  Esq., 

Hotel  Merridan, 
Cleveland,  Ohio. 


From  a  Father  Who  Desires  His  Son  to  Enter 
the  Law  Offices  of  a  Prominent  Law  Firm: 

Eochester,  N.  Y.,  Sept.  25,  1908. 
My  Dear  Mr.  Beechwood: 

My  son,  Henry,  who  graduated  this  year 
from  the  Columbia  Law  School,  desires  to 
begin  the  practice  of  his  profession  by  en- 
tering the  office  of  a  firm  such  as  I  have  al- 
ways found  yours  to  be — reliable,  able, 
and  thoroughly  business-like. 

It  would  gratify  me  greatly  if  my  son 
could  have  the  advantage  of  your  large  ex- 
perience. 

Yours  very  truly, 

W.  VANDEGRIFT  BOTSFORD. 
Hiram  Beechwood,  Esq., 
Beechwood,  Miller  &  Lyman, 
New  York,  N.  Y. 


348  MODERN   BUSINESS    CORRESPONDENCE 

From  a  Father  for  His  Son: 

Watertown,  N.  Y.,  Feb.  7,  1908. 
Gentlemen : 

My  son,  Samuel,  having  just  left  school, 
wishes  to  secure  a  position  in  the  office  of 
some  manufacturer,  hoping  thereby  to  be- 
come thoroughly  trained  in  his  father's 
business.  He  would  have  preferred  a  po- 
sition in  my  office,  but  I  consider  that  train- 
ing in  other  circumstances  would  be  of 
greater  benefit  to  him.  If  you  will  let  me 
know  at  your  earliest  convenience,  whether 
there  is  any  possibility  of  his  securing  a 
position  with  you,  I  will  esteem  it  a  great 
favor. 

Very  truly  yours, 

ARTHUR  ARNOLD. 
W.  W.  Williams  &  Co., 
Lowell,  Mass. 

An  Application  from  a  Father  Whose  Son  Wishes 
to  Enter  a  Railroad  Office: 

Syracuse,  N.  Y.,  Oct.  5,  1908. 
Dear  Sir: 

My  son,  Edward,  from  his  earliest  in- 
fancy, has  had  a  passion  for  railroading, 
and  now  that  he  has  finished  school,  and 
is  competent  to  make  choice  of  a  profes- 
sion, is  still  loyal  to  his  early  love.  I  am 
somewhat  disappointed,  as  I  had  hoped  to 
take  him  into  my  firm,  but  as  his  elder 
brother  has  been  with  me  for  some  years 
and  carries  the  burden  of  the  business,  I 
feel  that  I  can  indulge  this  son  in  his  nat- 


LETTERS   OF   APPLICATION  349 

ural  bent.  Have  you  a  vacancy  that  he 
could  fill?  He  is  entirely  inexperienced, 
but  is  eager  to  learn,  has  an  exceptionally 
good  memory,  is  quick,  accurate  and  in  the 
best  of  health.  If  there  is  anything,  no 
matter  how  small,  that  you  can  give  him 
for  a  start,  I  shall  esteem  it  a  great  favor. 
Yours  very  truly, 

EDWARD  VAN  DEUSEN. 
Franklin  Simmons,  Esq., 
Grand  Cross  E,  R., 
Buffalo,  N.  Y. 

Business  in  all  its  commercial  forms  is  exactly 
the  same  for  a  woman  as  it  is  for  a  man,  but  there 
are  certain  lines  of  work  open  to  women  that  are 
barred  to  men,  and  correspondence  regarding  some 
of  these  lines  would  necessarily  vary  from  the  usual 
form  of  business  letters. 

From  a  Man  Who  Wishes  His  Daughter  to  go 
Into  Newspaper  Work: 

Xenia,  Ohio,  Feb.  11,  1908. 
My  Dear  Mr.  Smith: 

My  daughter,  Margaret,  wishes  to  become 
a  newspaper  woman ;  and  remembering  my 
agreeable  associations  while  on  your  staff, 
I  am  applying  to  you  for  a  position  on  the 
"Dawn"  or  the  ' ' Aftermath. "  I  believe 
she  possesses  qualifications  necessary  for 
editing  woman's  stuff,  and  that  she  has 
more  than  ordinary  ability.  Her  training 


350  MODERN   BUSINESS    CORRESPONDENCE 

has  been  as  a  writer  of  short  stories, 
sketches,  etc.,  which  have  been  published 
and  some  of  which  have  attracted  atten- 
tion. She  seems  to  have  a  decided  "news 
instinct/'  and,  I  feel  confident,  will  suc- 
ceed if  you  are  able  to  give  her  a  trial. 

I  hope  you  can  find  something  for  her,  for 
I  know  she  can  be  under  no  more  desirable 
employer  than  yourself. 

Sincerely  yours, 

PHOEBUS  SPINKARD. 


An  Application  as  Governess: 

Brookline,  Mass.,  2  West  St., 

November  3,  1908. 
Mrs.  James  Gleason, 

Dear  Madam: 

I  hear,  through  Mrs.  John  Raymond, 
that  you  are  desirous  of  finding  some  one 
who  can  acceptably  fill  the  position  of  gov- 
erness for  your  three  children.  I  would 
value  the  position  highly,  and  can  refer 
you  to  Mrs.  Raymond,  and  Mrs.  Kenneth 
Sawyer,  regarding  my  ability  in  the  man- 
agement of  children  and  efficiency  as  teacher 
of  French,  German,  and  all  studies  need- 
ful for  collegiate  training.  The  work  of 
teaching  is  extremely  congenial,  and  I  have 
always  met  with  the  best  of  success. 

Hoping  you  will  grant  me  the  pleasure 
of  an  interview, 

Yours  very  sincerely, 

ELIZABETH  MADISON. 


LETTERS   OF   APPLICATION  351 

From  a  Lady  Wishing  to  Chaperone  a  Party  of 
Girls  on  a  Foreign  Tour: 

Brookline,  Mass.,  9  Harvard  St., 

March  23,  1908. 
My  Dear  Mrs.  Wolff: 

I  have  been  asked  by  Mrs.  Maurice  Ad- 
dison  to  write  you  regarding  the  plans  for 
my  annual  trip  abroad. 

I  take  with  me  a  party  of  ten  young  la- 
dies whose  families  I  know,  personally,  and 
whom  I  can  vouch  for  in  every  respect. 
The  party  has  already  attained  the  num- 
ber of  eight,  and  Mrs.  Addison,  who  is  a 
mutual  friend,  thought  your  two  daugh- 
ters would  be  a  valuable  addition.  The 
girls  are  all  delightful.  Two  have  already 
crossed  with  me  three  times,  and  the  others, 
with  the  exception  of  the  three  daughters 
of  Mrs.  Carl  Stevens,  of  Exeter  Chambers, 
have  accompanied  me  once. 

We  try  each  year  to  make  as  few  changes 
as  possible  in  the  members  of  the  party,  as 
the  girls  learn  to  know  each  other  thorough- 
ly well,  and  are  somewhat  reluctant  to  ac- 
cept new  traveling  companions;  but  two  of 
the  usual  group  were  married  this  spring, 
and  your  two  daughters,  I  am  sure,  would 
be  sincerely  welcomed  to  the  vacant  places. 

You  undoubtedly  see  why  I  am  obliged 
to  be  so  careful  in  my  selection,  and  I  never 
accept  a  girl  whose  name  is  not  approved 
of  by  the  others. 

It  will  give  me  great  pleasure  to  call 
should  you  allow  Miss  Edith  and  Miss 


352  MODEKN   BUSINESS    CORRESPONDENCE 

Dorothy  to  join  the  party,  and  I  can  then 
go  into  necessary  detail. 

Most  sincerely  yours, 

KATHERINE  MORTIMER. 


An  Application  from  a  Professional  Care-taker, 

Chicago,  111.,  Oct.  4,  1908. 
Mrs.  Henry  Connell, 
Brookline,  Mass. 
Dear  Madam: 

As  you  usually  spend  the  winter  out  of 
town  I  am  taking  the  liberty  of  writing  you 
regarding  the  care  of  your  house  during 
your  absence. 

For  some  years  I  have  had  charge  of 
houses  and  flats  whose  owners  were  out  of 
the  city,  and  have  not  only  found  it  profit- 
able, but  have  many  testimonials,  speaking 
in  the  highest  terms,  of  my  ability. 

You  have  but  to  pack  and  I  will  see  to 
everything  else,  making  an  inventory  of  the 
remaining  articles  and,  if  desirable,  on  your 
return  will  have  the  house  in  complete 
readiness  for  you,  including  the  servants. 

If  you  can  make  use  of  my  services,  I 
shall  be  glad  to  call  and  answer  questions 
as  to  terms,  references,  etc. 

Very  respectfully  yours, 

ELLEN  ROBINSON. 


THIS  BOOK 


ON"  THE  LAST  DATT- 
STAMPED  BELOW 


APR    S    1933 
APR    4    1933 
NOV    1     1935 


EP  1  0  194? 


24  '•'.:-'•' 


81953 


LD  21-50W-1,'3J 


18491 


DEPARTMENT 


642-3403 


:ORAANO.DD6A,  12m,  6'76 


UCALIFORNIA,  BERKEli? 
BERKELEY,  CA  94720 


